Analysing generational transfer of brand loyalty in the dishwashing liquid product category, in the Western Cape Province

dc.contributor.advisorChigada, Joel
dc.contributor.authorCoetzee, Quintin
dc.date.accessioned2020-03-05T11:17:49Z
dc.date.available2020-03-05T11:17:49Z
dc.date.issued2019
dc.date.updated2020-03-05T06:57:32Z
dc.description.abstractWhile the concept of brand loyalty is well-researched, qualitative studies pertaining specifically to generational transfer of brand loyalty in a South African fast-moving consumer goods context are few and far between. This study used the dishwashing liquid product category in the Western Cape Province of South Africa to analyse generational transfer of brand loyalty. Following a qualitative research methodology, using in-person interviews across two generations - children and parents/guardians - raw data was obtained. Participants were asked to provide information relating to their preferred brand of dishwashing liquid, as well as their reasons for using the brand, their loyalty towards the brand, as well as their likelihood of brand switching. The data underwent a thorough thematic data analysis. Codes, categories, and themes were identified, with the researcher continually seeking to identify patterns in responses. A number of findings were laid out, offering insights into the concept of generational transfer of brand loyalty, as well as a foundation for future research into the topic. The study established that, in the dishwashing liquid product category in the Western Cape, there is a strong degree of generational transfer of brand loyalty, and at times, the transfer has taken place across three generations. Aspects such as consumers’ use of a brand out of habit and brand associations also appear to transfer generationally at times. There is also a strong occurrence of brand loyalty in the product category - mostly towards Unilever’s Sunlight brand. Brand switching across generations is uncommon in this sector, prevented by factors including enthusiastic brand loyalty and budgetary limitations. When switching does occur, it is driven mainly by a desire to discover whether a better brand exists, and changes in price and availability. Price and effectiveness frequently combine to form assessments of value during consumers’ purchase decision process in this product category. This study provides insight into the phenomenon of generational transfer of brand loyalty, within the context of the FMCG industry in the Western Cape. The findings within may prove useful both to brand marketers as well as researchers seeking a foundation upon which to conduct further studies in this area. The implications of this study, and recommendations for future, related studies, have been discussed in this report.
dc.identifier.apacitationCoetzee, Q. (2019). <i>Analysing generational transfer of brand loyalty in the dishwashing liquid product category, in the Western Cape Province</i>. (). ,Faculty of Commerce ,School of Management Studies. Retrieved from http://hdl.handle.net/11427/31488en_ZA
dc.identifier.chicagocitationCoetzee, Quintin. <i>"Analysing generational transfer of brand loyalty in the dishwashing liquid product category, in the Western Cape Province."</i> ., ,Faculty of Commerce ,School of Management Studies, 2019. http://hdl.handle.net/11427/31488en_ZA
dc.identifier.citationCoetzee, Q. 2019. Analysing generational transfer of brand loyalty in the dishwashing liquid product category, in the Western Cape Province. . ,Faculty of Commerce ,School of Management Studies. http://hdl.handle.net/11427/31488en_ZA
dc.identifier.ris TY - Thesis / Dissertation AU - Coetzee, Quintin AB - While the concept of brand loyalty is well-researched, qualitative studies pertaining specifically to generational transfer of brand loyalty in a South African fast-moving consumer goods context are few and far between. This study used the dishwashing liquid product category in the Western Cape Province of South Africa to analyse generational transfer of brand loyalty. Following a qualitative research methodology, using in-person interviews across two generations - children and parents/guardians - raw data was obtained. Participants were asked to provide information relating to their preferred brand of dishwashing liquid, as well as their reasons for using the brand, their loyalty towards the brand, as well as their likelihood of brand switching. The data underwent a thorough thematic data analysis. Codes, categories, and themes were identified, with the researcher continually seeking to identify patterns in responses. A number of findings were laid out, offering insights into the concept of generational transfer of brand loyalty, as well as a foundation for future research into the topic. The study established that, in the dishwashing liquid product category in the Western Cape, there is a strong degree of generational transfer of brand loyalty, and at times, the transfer has taken place across three generations. Aspects such as consumers’ use of a brand out of habit and brand associations also appear to transfer generationally at times. There is also a strong occurrence of brand loyalty in the product category - mostly towards Unilever’s Sunlight brand. Brand switching across generations is uncommon in this sector, prevented by factors including enthusiastic brand loyalty and budgetary limitations. When switching does occur, it is driven mainly by a desire to discover whether a better brand exists, and changes in price and availability. Price and effectiveness frequently combine to form assessments of value during consumers’ purchase decision process in this product category. This study provides insight into the phenomenon of generational transfer of brand loyalty, within the context of the FMCG industry in the Western Cape. The findings within may prove useful both to brand marketers as well as researchers seeking a foundation upon which to conduct further studies in this area. The implications of this study, and recommendations for future, related studies, have been discussed in this report. DA - 2019 DB - OpenUCT DP - University of Cape Town KW - Generational Transfer KW - Brand Loyalty KW - Brand Switching KW - Dishwashing Liquid KW - Product Category KW - Purchase Decision KW - Brand Associations KW - Thematic Data Analysis LK - https://open.uct.ac.za PY - 2019 T1 - Analysing generational transfer of brand loyalty in the dishwashing liquid product category, in the Western Cape Province TI - Analysing generational transfer of brand loyalty in the dishwashing liquid product category, in the Western Cape Province UR - http://hdl.handle.net/11427/31488 ER - en_ZA
dc.identifier.urihttp://hdl.handle.net/11427/31488
dc.identifier.vancouvercitationCoetzee Q. Analysing generational transfer of brand loyalty in the dishwashing liquid product category, in the Western Cape Province. []. ,Faculty of Commerce ,School of Management Studies, 2019 [cited yyyy month dd]. Available from: http://hdl.handle.net/11427/31488en_ZA
dc.language.rfc3066eng
dc.publisher.departmentSchool of Management Studies
dc.publisher.facultyFaculty of Commerce
dc.subjectGenerational Transfer
dc.subjectBrand Loyalty
dc.subjectBrand Switching
dc.subjectDishwashing Liquid
dc.subjectProduct Category
dc.subjectPurchase Decision
dc.subjectBrand Associations
dc.subjectThematic Data Analysis
dc.titleAnalysing generational transfer of brand loyalty in the dishwashing liquid product category, in the Western Cape Province
dc.typeMaster Thesis
dc.type.qualificationlevelMasters
dc.type.qualificationnameMBusSci
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