The nature of brand loyalty at the base of the pyramid

dc.contributor.advisorThakoor, Priya
dc.contributor.emailichelp@gibs.co.zaen_ZA
dc.contributor.postgraduateNyanga, Memory
dc.date.accessioned2015-05-08T05:42:44Z
dc.date.available2015-05-08T05:42:44Z
dc.date.created2015-04-29
dc.date.issued2014en_ZA
dc.descriptionDissertation (MBA)--University of Pretoria, 2014.en_ZA
dc.description.abstractThe purpose of this study was to explore the various forms of brand loyalty, to understand the drivers of brand loyalty and disloyalty, and to determine within which product categories consumers were brand loyal or disloyal at the base of the pyramid (BoP) in South Africa. The study was exploratory, therefore a qualitative research design was adopted where individual face-to-face interviews were conducted with 18 low income consumers in Living Standard Measure (LSM) 2 to 4, residing in urban Gauteng. The findings show that low income consumers are increasingly brand conscious with proven access to media and therefore marketing messages. Primary brand loyalty drivers at the BoP include perceived quality, durability, brand experience, brand trust and affordability, while in their absence consumers are disloyal. Affordability is important to these consumers, but they also value these other aspects of brands, making them discerning and value driven. Consumers are loyal to those brands that are relevant to them at an acceptable price value proposition. Consumers spend more of their money on consumables than durables and branded services. Brand loyalty is minimal across product categories; consumers seek variety and are prone to sales promotions, making them multiple brand users.en_ZA
dc.description.availabilityUnrestricteden_ZA
dc.description.departmentGordon Institute of Business Science (GIBS)en
dc.description.librarianlmgibs2015en_ZA
dc.identifier.citationNyanga, M. (2014).The nature of brand loyalty at the base of the pyramid (MBA mini-dissertation).Gordon Institute of Business Science, University of Pretoria. Retrieved from http://repository.up.ac.za/handle/2263/1818en_ZA
dc.identifier.urihttp://hdl.handle.net/2263/45039
dc.language.isoenen_ZA
dc.publisherUniversity of Pretoriaen_ZA
dc.rights© 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria.en_ZA
dc.subjectUCTD
dc.subjectBrand loyaltyen_ZA
dc.subjectCustomer loyaltyen_ZA
dc.subjectLow-income consumersen_ZA
dc.subjectQualitative researchen_ZA
dc.titleThe nature of brand loyalty at the base of the pyramiden_ZA
dc.typeMini Dissertationen_ZA

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