South African Rooibos industry : opportunities and constraints with special reference to the German consumer market

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dc.contributor.advisorBrice, Helenen_ZA
dc.contributor.authorGress, Tobiasen_ZA
dc.date.accessioned2014-07-31T12:30:50Z
dc.date.available2014-07-31T12:30:50Z
dc.date.issued2004en_ZA
dc.descriptionIncludes bibliographical references.
dc.description.abstractOver the last decade a South African product, namely Rooibos, has conquered the German consumer market. It initially started as a small trend amongst health conscious people, developing into a staple product, to being difficult nowadays to imaging Rooibos not being available for sale. As Rooibos gained popularity on the extremely competitive German food market, marketing strategies had to change accordingly. To reach the mass market, it was necessary to market Rooibos at the discounters and supermarkets, important for the German grocery industry. Advertising also played an important role as through TV and pring media many consumers can be approached and therefore product awareness increased.en_ZA
dc.identifier.apacitationGress, T. (2004). <i>South African Rooibos industry : opportunities and constraints with special reference to the German consumer market</i>. (Thesis). University of Cape Town ,Faculty of Commerce ,Marketing. Retrieved from http://hdl.handle.net/11427/5818en_ZA
dc.identifier.chicagocitationGress, Tobias. <i>"South African Rooibos industry : opportunities and constraints with special reference to the German consumer market."</i> Thesis., University of Cape Town ,Faculty of Commerce ,Marketing, 2004. http://hdl.handle.net/11427/5818en_ZA
dc.identifier.citationGress, T. 2004. South African Rooibos industry : opportunities and constraints with special reference to the German consumer market. University of Cape Town.en_ZA
dc.identifier.ris TY - Thesis / Dissertation AU - Gress, Tobias AB - Over the last decade a South African product, namely Rooibos, has conquered the German consumer market. It initially started as a small trend amongst health conscious people, developing into a staple product, to being difficult nowadays to imaging Rooibos not being available for sale. As Rooibos gained popularity on the extremely competitive German food market, marketing strategies had to change accordingly. To reach the mass market, it was necessary to market Rooibos at the discounters and supermarkets, important for the German grocery industry. Advertising also played an important role as through TV and pring media many consumers can be approached and therefore product awareness increased. DA - 2004 DB - OpenUCT DP - University of Cape Town LK - https://open.uct.ac.za PB - University of Cape Town PY - 2004 T1 - South African Rooibos industry : opportunities and constraints with special reference to the German consumer market TI - South African Rooibos industry : opportunities and constraints with special reference to the German consumer market UR - http://hdl.handle.net/11427/5818 ER - en_ZA
dc.identifier.urihttp://hdl.handle.net/11427/5818
dc.identifier.vancouvercitationGress T. South African Rooibos industry : opportunities and constraints with special reference to the German consumer market. [Thesis]. University of Cape Town ,Faculty of Commerce ,Marketing, 2004 [cited yyyy month dd]. Available from: http://hdl.handle.net/11427/5818en_ZA
dc.language.isoengen_ZA
dc.publisher.departmentMarketingen_ZA
dc.publisher.facultyFaculty of Commerceen_ZA
dc.publisher.institutionUniversity of Cape Town
dc.subject.otherMarketingen_ZA
dc.titleSouth African Rooibos industry : opportunities and constraints with special reference to the German consumer marketen_ZA
dc.typeMaster Thesis
dc.type.qualificationlevelMasters
dc.type.qualificationnameMBusScen_ZA
uct.type.filetypeText
uct.type.filetypeImage
uct.type.publicationResearchen_ZA
uct.type.resourceThesisen_ZA
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