Browsing by Author "Vigario, Deborah"

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    An investigation into consumer buying behaviour of alcoholic beverages in specialist retailer outlets in South Africa
    (Stellenbosch : Stellenbosch University, 2019-12) Vigario, Deborah; Nel, Hannelie; Stellenbosch University. Faculty of Economic and Management Sciences. Dept. of Logistics. Logistics.
    ENGLISH SUMMARY : The alcoholic beverage industry in South Africa is highly competitive, with thousands of brands competing for market share. Companies investing in advertising want to understand if they are getting a return on their investment and also ultimately, whether the advertising contributes towards changing consumers’ buying behaviour and leads to increased revenue. The objective of this study is to examine the effectiveness and efficiency of branded advertising in specialist retailer outlets in the alcoholic beverage industry of South Africa, also making clear recommendations on how these methods can be used in the industry and be integrated into marketing strategy. The alcoholic beverage industry in South Africa is cluttered with brands and products. There is a lack of recorded information on advertising campaigns. The product life cycle (PLC) methodology is used to segment the market and determine a product’s competitor set. The data envelopment analysis (DEA) method is used to determine the advertising efficiency. Regression analysis is used as a benchmark method to determine effectiveness. The results show that using the PLC and DEA methods in combination have meaningful results and meet the set objectives. It is also possible to overcome the practical industry problems of noise, clutter and availability of data, while providing market insights. The study will cover alcoholic beverages available in the formal retail market from January 2013 to December 2017.