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Consumer prioritisation of product-related attributes within the breakfast cereal category
Dissertation (MConsumer Science (Food Management))--University of Pretoria, 2021.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2021
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| _version_ | 1867613457788960768 |
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| access_status_str | Open Access |
| author2 | Marx-Pienaar, Nadene J.M.M. |
| author_browse | Marx-Pienaar, Nadene J.M.M. |
| author_facet | Marx-Pienaar, Nadene J.M.M. |
| collection | Thesis |
| dc_rights_str_mv | © 2021 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 (MConsumer Science (Food Management))--University of Pretoria, 2021. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/80783 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:36:27.633Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2021 |
| publishDateRange | 2021 |
| publishDateSort | 2021 |
| 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:2263/80783 Consumer prioritisation of product-related attributes within the breakfast cereal category Marx-Pienaar, Nadene J.M.M. Jacobs, B.M. (Bertha Margaretha) Hodgson, Erin Breakfast cereal consumer attributes Product attributes Retailer attributes Category management UCTD Dissertation (MConsumer Science (Food Management))--University of Pretoria, 2021. This study aimed at gaining empirical data regarding consumers’ prioritisation of product, retailer and consumer attributes when selecting ready to eat (RTE) breakfast cereals. It is envisaged that the findings will assist industry role-players such as manufacturers, suppliers and retailers to revise and amend their current category management practices. In doing so retailers will not only provide better consumer experiences but also benefit their bottom line. The study conformed to a quantitative approach using convenience, non-probability sampling, recruiting 395 respondents. Data collection in the form of an electronic self-administered questionnaire were facilitated using the Qualtrics platform. To draw meaningful conclusions, aligned with the research aim and objectives, the data were analysed using descriptive and 4 inferential statistics. Product attributes were analysed in terms of intrinsic and extrinsic dimensions, retailer attributes are explored in terms of selected marketing mix elements and consumer attributes were investigated in terms of selected sociodemographic characteristics. The results of the study revealed that when selecting RTE breakfast cereals, consumers are prioritising extrinsic product attributes over intrinsic product attributes. In terms of the specific extrinsic attributes price (M=3.42) was identified as the most important factor closely followed by labelling (M=3.39), brand image (M=3.33) and packaging (M=3.29). Pack size (M =2.17) was identified as the least important factor when selecting RTE breakfast cereals. In terms of specific intrinsic attributes, results showed that the nutritional profile (M=3.30) was significantly more important compared to factors such as taste (M=2.41) and texture (M=2.39). Regarding retailer attributes, results highlighted promotional activity (M=3.16) as the most important element to consider when convincing consumers to buy RTE breakfast cereals. Other retailer attributes that were identified as possible areas of interest included consumers’ significant preference to shop for RTE breakfast cereals at grocery stores and the fact that they prioritise stores that provide a wide product assortment. In terms of consumer attributes (sociodemographic characteristics), findings indicated that when considering intrinsic product attributes, consumers’ gender is a significant influential factor. Results presented that females, in particular, were more likely to emphasise intrinsic attributes such as nutritional profile, health and safety compared to males. When considering extrinsic product attributes, results revealed that only household income can be considered as a significant influential factor. Results confirmed that the higher a consumers’ household income becomes, the less emphasis is placed on price when purchasing RTE breakfast cereals. In conclusion, it is believed that the findings of this study are beneficial to South African industry role-players. This information can be used to segment consumers and provides a basis for future cluster analysis. This could subsequently enhance assortment planning as part of a customer-centric category management strategy, leading to a sustainable competitive advantage that increases both the role-players return on investment (ROI) as well the consumer’s satisfaction and loyalty. FoodBev Seta MConsumer Science (Food Management) 2021-07-12T09:25:40Z 2021-07-12T09:25:40Z 2021-05-13 Dissertation * http://hdl.handle.net/2263/80783 en © 2021 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 | Breakfast cereal consumer attributes Product attributes Retailer attributes Category management UCTD Consumer prioritisation of product-related attributes within the breakfast cereal category |
| title | Consumer prioritisation of product-related attributes within the breakfast cereal category |
| title_full | Consumer prioritisation of product-related attributes within the breakfast cereal category |
| title_fullStr | Consumer prioritisation of product-related attributes within the breakfast cereal category |
| title_full_unstemmed | Consumer prioritisation of product-related attributes within the breakfast cereal category |
| title_short | Consumer prioritisation of product-related attributes within the breakfast cereal category |
| title_sort | consumer prioritisation of product related attributes within the breakfast cereal category |
| topic | Breakfast cereal consumer attributes Product attributes Retailer attributes Category management UCTD |
| url | http://hdl.handle.net/2263/80783 |