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South African Rooibos industry : opportunities and constraints with special reference to the German consumer market
Includes bibliographical references.
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| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | Thesis |
| Language: | English |
| Published: |
Marketing
2014
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| _version_ | 1867613221465096192 |
|---|---|
| access_status_str | Open Access |
| author | Gress, Tobias |
| author2 | Brice, Helen |
| author_browse | Brice, Helen Gress, Tobias |
| author_facet | Brice, Helen Gress, Tobias |
| author_sort | Gress, Tobias |
| collection | Thesis |
| description | Includes bibliographical references. |
| format | Thesis |
| id | oai:open.uct.ac.za:11427/5818 |
| institution | University of Cape Town (South Africa) |
| language | eng |
| last_indexed | 2026-06-10T12:32:41.376Z |
| license_str | Not specified — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UCTD — University of Cape Town Open Access Repository |
| publishDate | 2014 |
| publishDateRange | 2014 |
| publishDateSort | 2014 |
| publisher | Marketing |
| publisherStr | Marketing |
| record_format | dspace |
| source_str | UCTD — University of Cape Town Open Access Repository |
| spelling | oai:open.uct.ac.za:11427/5818 South African Rooibos industry : opportunities and constraints with special reference to the German consumer market Gress, Tobias Brice, Helen Marketing Includes bibliographical references. 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. 2014-07-31T12:30:50Z 2014-07-31T12:30:50Z 2004 Master Thesis Masters MBusSc http://hdl.handle.net/11427/5818 eng application/pdf Marketing Faculty of Commerce University of Cape Town |
| spellingShingle | Marketing Gress, Tobias South African Rooibos industry : opportunities and constraints with special reference to the German consumer market |
| thesis_degree_str | Master's |
| title | South African Rooibos industry : opportunities and constraints with special reference to the German consumer market |
| title_full | South African Rooibos industry : opportunities and constraints with special reference to the German consumer market |
| title_fullStr | South African Rooibos industry : opportunities and constraints with special reference to the German consumer market |
| title_full_unstemmed | South African Rooibos industry : opportunities and constraints with special reference to the German consumer market |
| title_short | South African Rooibos industry : opportunities and constraints with special reference to the German consumer market |
| title_sort | south african rooibos industry opportunities and constraints with special reference to the german consumer market |
| topic | Marketing |
| url | http://hdl.handle.net/11427/5818 |
| work_keys_str_mv | AT gresstobias southafricanrooibosindustryopportunitiesandconstraintswithspecialreferencetothegermanconsumermarket |