Consumption patterns and demographic factors influence on fruit juice classifications, health benefits and sugar content perceptions in two Municipal Districts in Cape Town, Western Cape, South Africa

Objectives: The study ascertained consumer perceptions of differences between fruit juice classifications regarding their respective health benefits and sugar content. The research also considered the influence of consumption patterns and demographic factors.Design: A cross-sectional quantitative study design was used via a structured self-administered questionnaire.Setting: Fruit juice consumers (aged 16 – 66+; male and females; adolescent and adults; Black, Coloured, White, Indian and Asian) who resided in the Western Cape in the City of Cape Town and Cape Winelands municipal districts.Subjects: A sample of 7 640 fruit juice consumers.Outcome measures: Fruit juice consumer consumption patterns, fruit juice classifications perceptions and demographic factors were evaluated by means of a generalised linear model (GLM).Results: The majority of respondents agreed that there was a difference between fruit juice classifications. Respondents who consumed fruit juice with higher regularity; drank more fruit juice; bottled and tap water; wanted a decrease in prices and increase in information on fruit juice nutrition/health benefits had favourable perceptions. Black or Coloured respondents and those who were single; female consumers; had higher education levels; and, had a household income volunteered the most favourable perceptions.Conclusions: Based on the results, it can be concluded that consumers are erudite about the differences, health benefits and sugar content of fruit juice classifications. A number of consumption patterns and demographic factors also had an influence on consumer perceptions; hence, increased information should be disseminated to encourage South African consumers to pursue healthy balanced diets.Keywords: consumer perceptions, fruit juice, fruit juice classifications, health benefits, sugar conten

Social media as a marketing communication channel amongst Generation Y : a new paradigm for hierarchy response models

Thesis (MTech (Marketing))--Cape Peninsula University of Technology, 2015.The rapid growth of social media has resulted in digital information and communications technology (ICT) channels for individuals to connect with each other and the rest of their world. Consequently, social network sites (SNS) and other mobile applications have become an integral part of life, as well as a daily destination for billions of individuals, offering them novel and an instant means of communication in this interactive ICT space. Internet, social media and smartphone usage are also expanding prolifically in developing countries such as South Africa (SA). This incremental expansion of social media usage is directly related to the progression of Internet usage across the globe, primarily as a result of the irrevocable dissemination of smartphones. The use of social media has become the most common activity among modern adolescents and young adults (referred to as Generation Y or Millennials). SNS such as Facebook, Mxit, YouTube, Twitter, LinkedIn, Google+ and numerous others have grown exponentially in recent years, enabling Generation Y with a portal for entertainment and communication. The increase of social media adoption has captured the attention of marketers and consumers alike on a global scale, and with the quickly changing communication environments, marketers now confront new challenges in terms of understanding consumer behaviour, attitudinal responses and consumption patterns in the new millennium. Social media brings with it powerful opportunities for brands to engage with young consumers; create real time conversations; and provide immediate feedback via interactive marketing communications at a fraction of the cost compared to traditional media advertising. Internet and social media usage, as well as access, grown has prolifically in SA, while minimal research has been conducted regarding attitudes towards social network advertising (SNA). Millennials are sophisticated and technology savvy, therefore, social media is important to them to maintain contact with their friends, and to continually interact in the digital environment. Hence, it is important for organisations to strategically market their brands in a way that would appeal to this market, which is notoriously difficult to reach. Furthermore, Generation Y consumers have huge buying power and also exert a major influence on their household purchase behaviour, so their social media usage and attitudes towards various ICT platforms media are important to marketers. A complete knowledge base of this generation will enable brands to increase their marketing communication effectiveness when targeting this cohort. Yet, many organisations have used SNA without truly discerning the real attitudinal effect that it has on their young consumer

Black Economic Empowerment in the Cape Peninsula advertising industry: a multiple case study approach

Dissertation submitted in fulfilment of the requirements for the degree Magister Technologiae: Marketing in the Faculty of Business at the: CAPE PENINSULA UNIVERSITY OF TECHNOLOGY, 2009Black Economic Empowerment (BEE) aims to enable Black people in South Africa (SA), as legislatively classified, to make a noteworthy contribution to the local economy by irreversibly altering the racial profile of ownership, management echelons and all employment levels of existing and new organisations. This ambitious strategy hopes to encourage economic transformation by eliminating unfair discrimination; applying affirmative action (AA) policies; empowering Black women and facilitating access to land, infrastructure, economic activities, ownership, as well as training and skills development (SA. DTI, 2004a:4-5). The transformation process in SA has been a lengthy and complex one, with the government slowly enacting enabling legislation. The Broad-Based Black Economic Empowerment (BBBEE) Codes of Good Practice was gazetted on 9 February 2007 and this significant piece of legislation has provided a framework to guide and measure transformation activities. The advertising industry has been criticised for its slow empowerment advancement, which led to two parliamentary hearings in the early 2000s to investigate allegations of racism and poor transformation progress. The Association for Communication and Advertising (ACA) gave full cooperation during the parliamentary hearings and has been a main driving force of transformation within the advertising industry. The ACA’s dedication resulted in the Marketing, Advertising and Communication (MAC) sector charter being gazetted on 29 August 2008 (Jones, 2008). There are few studies that have effectively investigated transformation and BEE progress within the South African advertising industry over recent years. Of these, none has yielded rich qualitative BEE data. Therefore, the main objective of this study was to explore progress made by advertising agencies towards transformation in the Cape Peninsula, as well as the challenges and benefits that result from implementing BEE measures in terms of BBBEE ownership and Employment Equity (EE). These elements have been thoroughly examined by utilising a multiple case study approach and by interviewing the top twelve traditional full-service advertising agencies through use of a semi-structured interview guide, which primarily generated in-depth qualitative data. Cape Town based advertising agencies readily provided a wealth of data, which illuminated numerous previously unexplored positive and negative BEE issues. Recent BEE internal advertising agency documents, literature, surveys and other research studies were used to corroborate and verify the findings in order to reach a consensus, compromise or disagreement in the subsequent discussion. The advertising industry has employed a multitude of innovative BEE strategies to facilitate transformation progress and to address a number of inherent problems. This has resulted in several success stories and numerous benefits as Cape Town based advertising agencies have embarked on their varied transformation journeys. The recommendations of this study would be useful to the national advertising industry, other sectors and government to assist in streamlining the transformation process in SA

The influence of shopping characteristics and socio-demographic factors on selected in-store buying practices in different Socio-Economic regions

The aim of this paper is to ascertain the usage of price comparisons and avoidance of impulse purchases regarding in-store food-buying practices among consumers who reside in low, middle and high socio-economic status (SES) regions. The article will also focus on the effect of shopping characteristics and socio-demographic factors on in-store food-buying practices. A quantitative consumer intercept survey was conducted among 400 low, 400 middle and 400 high SES region consumers in retail stores. Statistical analysis of in-store food-buying practices was conducted via a generalised linear model analysis of variables, utilising the Wald’s Chi-square statistic distribution. Consumers who live in the low SES region exhibited the largest price comparison usage tendency, whereas the high SES region consumers showed the highest predisposition to make impulse purchases. Several shopping characteristics and socio-demographic factors resulted in significant associations in terms of price comparisons and the avoidance of impulse purchases. Food manufacturers, marketers and retailers should consider implementing the study’s primary results in their marketing activities among consumers in the different SES regions. Additionally, shopping characteristics and socio-demographic factors of in-store food-buying practices require further research to add to the limited theoretical discourse

Influence of Google shopping ads on intention to purchase among Generation Y in Cape Town

Ethics clearance number: 2019FOBREC720The dataset was collected from Generation Y respondents in South Africa (mainly in Cape Town) regarding attitudes towards Google Shopping Ads.</p

Social media as a marketing communication tool for WPSL rugby clubs

Ethics clearance number: 2020FOBREC805This research examines the motivations behind rugby clubs' use of social media marketing in an effort to fill the gap in existing knowledge regarding amateur rugby. The main method of data collection involved 12 semi-structured interviews. A number of social media sites were used for the purposes of social media marketing, and the primary reasons were determined in six themes. Sport organisations will benefit from the investigation's assistance in improving the effectiveness of marketing communication.</p