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

 

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dc.contributor.advisor Brice, Helen en_ZA
dc.contributor.author Gress, Tobias en_ZA
dc.date.accessioned 2014-07-31T12:30:50Z
dc.date.available 2014-07-31T12:30:50Z
dc.date.issued 2004 en_ZA
dc.identifier.citation Gress, 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.uri http://hdl.handle.net/11427/5818
dc.description Includes bibliographical references.
dc.description.abstract 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. en_ZA
dc.language.iso eng en_ZA
dc.subject.other Marketing en_ZA
dc.title South African Rooibos industry : opportunities and constraints with special reference to the German consumer market en_ZA
dc.type Thesis / Dissertation en_ZA
uct.type.publication Research en_ZA
uct.type.resource Thesis en_ZA
dc.publisher.institution University of Cape Town
dc.publisher.faculty Faculty of Commerce en_ZA
dc.publisher.department Marketing en_ZA
dc.type.qualificationlevel Masters en_ZA
dc.type.qualificationname MBusSc en_ZA
uct.type.filetype Text
uct.type.filetype Image


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