Full Text Available
Note: Clicking the button above will open the full text document at the original institutional repository in a new window.
The nature of brand loyalty at the base of the pyramid
Dissertation (MBA)--University of Pretoria, 2014.
Saved in:
| Other Authors: | |
|---|---|
| Format: | Thesis |
| Language: | English |
| Published: |
University of Pretoria
2015
|
| Subjects: | |
| Tags: |
No Tags, Be the first to tag this record!
|
| _version_ | 1867613456863068160 |
|---|---|
| access_status_str | Open Access |
| author2 | Thakoor, Priya |
| author_browse | Thakoor, Priya |
| author_facet | Thakoor, Priya |
| collection | Thesis |
| dc_rights_str_mv | © 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. |
| description | Dissertation (MBA)--University of Pretoria, 2014. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/45039 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:36:26.674Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2015 |
| publishDateRange | 2015 |
| publishDateSort | 2015 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/45039 The nature of brand loyalty at the base of the pyramid Thakoor, Priya ichelp@gibs.co.za Nyanga, Memory UCTD Brand loyalty Customer loyalty Low-income consumers Qualitative research Dissertation (MBA)--University of Pretoria, 2014. The 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. lmgibs2015 Gordon Institute of Business Science (GIBS) Unrestricted 2015-05-08T05:42:44Z 2015-05-08T05:42:44Z 2015-04-29 2014 Mini Dissertation Nyanga, 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/2263/1818 http://hdl.handle.net/2263/45039 en © 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. application/pdf University of Pretoria |
| spellingShingle | UCTD Brand loyalty Customer loyalty Low-income consumers Qualitative research The nature of brand loyalty at the base of the pyramid |
| title | The nature of brand loyalty at the base of the pyramid |
| title_full | The nature of brand loyalty at the base of the pyramid |
| title_fullStr | The nature of brand loyalty at the base of the pyramid |
| title_full_unstemmed | The nature of brand loyalty at the base of the pyramid |
| title_short | The nature of brand loyalty at the base of the pyramid |
| title_sort | nature of brand loyalty at the base of the pyramid |
| topic | UCTD Brand loyalty Customer loyalty Low-income consumers Qualitative research |
| url | http://hdl.handle.net/2263/45039 |