by Lye, Eugene, Ma Chun Fu, Siu Pui Pui. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2001. / Includes bibliographical references (leaves 133-134). / Questionnaires in Chinese. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES & FIGURES --- p.vi / ACKNOWLEDGEMENTS --- p.viii / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Emerging market --- p.1 / Issues --- p.2 / Chapter II. --- THE COMPANY --- p.4 / History --- p.4 / Management Structure --- p.5 / Board of Directors --- p.5 / Innovation & Growth --- p.8 / Diversification --- p.11 / Global Expansion --- p.12 / Organizational Structure --- p.14 / Products --- p.15 / Quality Control --- p.15 / Financial Information --- p.16 / Chapter III. --- SWOT ANALYSIS --- p.18 / Strengths --- p.18 / Weaknesses --- p.18 / Opportunities --- p.19 / Threats --- p.19 / Chapter IV. --- MARKETING STRATEGY IN THE PRC --- p.21 / Product Offering --- p.21 / Product Positioning --- p.22 / Packaging Strategy --- p.23 / Distribution Strategy --- p.23 / Pricing Strategy --- p.24 / Promotion Strategy --- p.24 / Chapter V. --- LITERATURE REVIEW --- p.26 / The Branding Revolution in China --- p.26 / Beverage Brand Study --- p.29 / Categories of Beverage Consumers --- p.31 / Intention of Brand Equity --- p.32 / Extension of Brand Equity --- p.33 / Summary of Findings --- p.34 / A Case Study of New Brand Launch --- p.35 / Chapter VI. --- MARKET OVERVIEW OF CHINA BEVERAGE MARKET --- p.39 / Market Size --- p.40 / Consumer Behaviors --- p.41 / The Dairy Product Market --- p.42 / Overview --- p.42 / The Customers --- p.43 / The Industry --- p.43 / The Juice Market --- p.44 / Overview --- p.44 / The Customers --- p.44 / The Industry --- p.45 / The Soybean Milk Market --- p.45 / Overview --- p.45 / The Customers --- p.46 / The Industry --- p.46 / Chapter VII. --- THE BEVERAGE MARKET IN GUANGZHOU --- p.48 / Yogurt Drink Market in Guangzhou --- p.48 / Product Usage and Packaging --- p.48 / Consumer Psychology --- p.48 / Competitive Information --- p.49 / Packaged Milk Market in Guangzhou --- p.50 / Product Usage --- p.50 / Consumer Psychology --- p.50 / Competitive Information: --- p.51 / Juice Market in Guangzhou --- p.51 / Product Usage and Packaging --- p.51 / Consumer Psychology --- p.52 / Competitive Information --- p.52 / Soybean Milk Market in Guangzhou --- p.53 / Product Usage and Package --- p.53 / Consumer Psychology --- p.53 / Competitive Information --- p.53 / Chapter VIII. --- METHODOLOGY --- p.54 / Research Objective --- p.54 / Research Methodology for Focus Group --- p.54 / Research Methodology for Survey --- p.55 / Limitations & Constraints --- p.57 / Chapter IX. --- FINDINGS AND ANALYSIS --- p.59 / Focus Group Research Findings & Analysis --- p.59 / Survey Findings & Analysis --- p.65 / Analysis of Brand Recognition --- p.67 / Analysis of Brand Extension & Association --- p.68 / Analysis of Attributes for Children Beverages --- p.70 / Analysis of Packaging Issues --- p.71 / Analysis of Toys Placement --- p.78 / Analysis of Taste Preference --- p.79 / Analysis of Brand Preference --- p.80 / Analysis of 19-25 year old Female Segment --- p.83 / Chapter X. --- RECOMMENDATIONS --- p.85 / Strengths --- p.85 / Weaknesses --- p.87 / Opportunities --- p.90 / Threats --- p.93 / APPENDIX --- p.98 / BIBLIOGRAPHY --- p.133

published_or_final_version / Business Administration / Master / Master of Business Administration

by Tsang Kwong-ming, Rex. / Bibliography: leaves 79-80 / Thesis (M.B.A.)--Chinese University of Hong Kong, 1985

by Chan Kin-Nin, Kenneth and Leung Wai-Man, Elisa. / Questionnaire in English and Chinese. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF FIGURES --- p.vi / LIST OF TABLES --- p.vii / ACKNOWLEDGMENT --- p.viii / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Problem Statement --- p.1 / Background of the Company --- p.3 / Chapter II. --- STATEMENT OF OBJECTIVES --- p.5 / Manager's Objectives --- p.5 / Research Objectives --- p.6 / Chapter III. --- RESEARCH METHODOLOGY --- p.7 / Research Design --- p.7 / Pilot Survey --- p.9 / Data Collection Method --- p.9 / Sampling --- p.10 / Sampling Design And Sampling Frame --- p.10 / Sampling Unit And Sample Size --- p.11 / Fieldwork --- p.12 / Demographics Characteristics of the Sample --- p.12 / Chapter IV. --- ANALYSIS AND DISCUSSION OF BREAKFAST AND BREAKFAST CEREALS --- p.15 / Importance of Breakfast & Frequency of Taking Breakfast --- p.15 / Perception of A Healthy Breakfast --- p.16 / The Kind of Breakfast Eaten Most Often --- p.17 / The Kinds of Breakfast Eaten Second Most Often --- p.18 / Location of Breakfast Taken --- p.19 / Awareness of Breakfast Cereals --- p.20 / Attitudes Towards Breakfast Cereals --- p.22 / Frequency of Eating Breakfast Cereals --- p.23 / Types of Media to Know Breakfast Cereals --- p.25 / Chapter V. --- ANALYSIS AND DISCUSSION ON BRAND AWARENESS AND BRAND CHOICE --- p.26 / Brand Knowledge --- p.26 / Brand Purchase --- p.27 / Information Search Before Purchase --- p.31 / Relationship Between Buyer And User --- p.32 / Awareness of Weetabix And Alpen --- p.33 / Respondents' Opinions on Alpen And Weetabix --- p.37 / Chapter VI. --- MARKETING IMPLICATIONS --- p.40 / Chapter VII. --- LIMITATIONS & SUGGESTIONS --- p.48 / Limitations of the Study --- p.48 / Suggestions for Future Research --- p.51 / APPENDICES --- p.52 / Questionnaire (English Version) --- p.52 / Questionnaire (Chinese Version) --- p.60 / One-Way Tabulation Tables --- p.67 / Cross-Tabulation Tables --- p.88 / Figures --- p.100 / BIBLIOGRAPHY --- p.115

by Monica Cheung Wai, Eppie Wong Yuen Yee. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaf 65. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / ACKNOWLEDEGMENTS --- p.v / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- STUDY OF THE PURCHASE OF DETERGENT POWDER / Chapter 2.1 --- Market Situation for Detergent Powderin Hong Kong --- p.3 / Chapter 2.2 --- Rationale of the Study --- p.4 / Chapter 2.3 --- Scope of the Study --- p.5 / Chapter 2 .4 --- Objectives of the Study --- p.6 / Chapter III. --- LITERATURE REVIEW / Chapter 3.1 --- Relevance of Understanding Consumer Purchase Behaviour in the Marketing Concept --- p.8 / Chapter 3.2 --- Howard Model of Consumer Behaviour --- p.8 / Chapter 3.3 --- "Engel, Kollat and Blackwell Model" --- p.9 / Chapter 3.4 --- Definition of Detergent Powder Purchase --- p.10 / Chapter 3.5 --- Research Findings : Hoyer --- p.11 / Chapter 3.6 --- Choice Tactics in Detergent Powder Purchase --- p.13 / Chapter 3.7 --- Product Information in Memory --- p.16 / Chapter 3.8 --- Applicability of Hoyer's Research Findings --- p.17 / Chapter 3.9 --- Relevance of Judgmental Models in Detergent Powder Purchase --- p.17 / Chapter IV. --- METHODOLOGY AND FRAMEWORK FOR ATTACK / Chapter 4.1 --- The Pilot Study --- p.21 / Chapter 4.2 --- The Observation Phase --- p.22 / Chapter 4.3 --- The Questionnaire Survey --- p.23 / Chapter V. --- SUMMARY OF RESEARCH FINDINGS / Chapter 5.1 --- Observation Survey --- p.27 / Chapter 5.2 --- Salience of Various Evaluative Criteria --- p.28 / Chapter 5.3 --- Propensity for Brand Switching --- p.29 / Chapter 5.4 --- Consumers' Evaluation of the Product Attributes of their Current Brand --- p.32 / Chapter 5 .5 --- Attitude --- p.34 / Chapter 5.6 --- Difference in Purchase Behaviour among Consumers across Demographic Profiles --- p.35 / Chapter 5.7 --- Demographic Profile of the Sample --- p.38 / Chapter VI. --- DISCUSSION AND IMPLICATIONS / Chapter 6.1 --- Decision Process Behaviour and Advertising Strategy --- p.43 / Chapter 6.2 --- Brand Switching Behaviour and Promotional Strategy --- p.45 / Chapter 6.3 --- Satisfaction with Current Brand and Relevance of Promotional Efforts --- p.46 / Chapter 6.4 --- Salience of Evaluative Criteria -- Pricing and Product --- p.47 / Chapter 6.5 --- Purchase Behaviour among Consumers across Demographic Profiles -- and its Marketing Implications --- p.48 / Chapter 6.6 --- Limitations of the Study and Suggestions for Further Research --- p.49 / APPENDICES / Chapter Appendix A: --- Observation Sheet --- p.51 / Chapter Appendix B: --- Schedule of Questionnaire Survey --- p.52 / Chapter Appendix C: --- The Questionnaire (English and Chinese versions) --- p.53 / Chapter Appendix D: --- Research Data --- p.58 / Chapter Appendix E: --- T-test Table- --- p.61 / Chapter Appendix F: --- F-test Table --- p.63 / BIBLIOGRAPHY --- p.65

Thesis (MComm (Business Management))--University of Stellenbosch, 2010. / ENGLISH ABSTRACT: Marketing literature has revealed that sponsorship is a key marketing communication tool used to break through promotional clutter. Sponsorship is a means by which marketing managers are able to transfer knowledge about organisational offerings to consumers and communicate how organisations are able to satisfy consumers‟ needs. Satisfying consumers‟ needs is a key philosophy of marketing, thus, it is an important objective for marketing managers to transfer knowledge to consumers about their need-satisfying capabilities. Research has shown that knowledge is transferred to consumers by first creating awareness of brands, then building consumers‟ knowledge of brands, and finally establishing and enhancing consumers‟ perceptions of brand image. According to marketing literature, the process of building brand awareness, brand knowledge and brand image ultimately contributes toward the enhancement of brand equity. Previous research has shown that establishing brand awareness is an initial and crucial objective of sponsorship endeavours. Little research, however, has been done on the importance of brand image objectives and strategies in sponsorship. Researchers agree that brand image can be transferred between a sponsor brand and sponsored event, thereby enhancing the brand image of the respective parties. The purpose of this study was therefore to assess brand image transfer in sponsorship. The research problem considered the question whether the brand image of sponsor brands is transferred to the brand image of sponsored events, and whether the brand image of sponsored events is transferred to the brand image of sponsor brands. Fictitious brands were designed to assess the transfer of brand image, namely FruityBliss (sponsor brand) and the ProFriz Frisbee Challenge (sponsored event). Four brand image attributes were selected to assess the brand image of the sponsor brand and the brand image of the sponsored event. These included physical product and price (sponsor brand) and status and size (sponsored event). The four brand image attributes were manipulated in sixteen experiments and the brand image scores of the sponsor brand and sponsored event were subsequently measured. Results of the study showed that brand image scores of the sponsor brand were significantly higher than the brand image scores of the sponsored event. It was therefore concluded that brand image transfer does occur from a sponsor brand to a sponsored event and vice versa. Furthermore, product and price appeared to have a greater influence on the brand image scores of the sponsor brand and the sponsored event, than did status and size of the sponsored event. It was thus concluded that although brand image transfer does occur from a sponsor brand to a sponsored event and vice versa, the sponsor brand is influenced more by the sponsorship than the sponsored event. In other words, a stronger brand image transfer takes place from a sponsored event to a sponsor brand than from a sponsor brand to a sponsored event. From the research results, a number of recommendations were made. It was emphasised that organisations should make use of sponsorship as a means to break through promotional clutter. Sponsorship is an effective technique in enhancing brand images, and ultimately enhancing the brand equity of organisations. Organisations should therefore take careful consideration in developing sponsorship strategies; sponsor products should be affiliated with sponsored events and vice versa. / AFRIKAANSE OPSOMMING: Bemarkingsliteratuur toon dat borgskap ‟n belangrike bemarkingskommunikasie-instrument is om te midde van ‟n warboel produkreklame ‟n impak te hê op die uitbou van handelsmerkbeeld. Borgskap is ‟n kommunikasiemetode waardeur bemarkingsbestuurders inligting oor bemarkingsaanbiedinge aan verbruikers oordra, oftewel aan verbruikers verduidelik hoe organisasies in hul behoeftes kan voorsien. Bevrediging van verbruikers se behoeftes is 'n belangrike filosofie van bemarking, dus, is dit 'n belangrike doelstelling vir bemarkingsbestuurders om kennis oor te dra aan verbruikers oor hulle behoefte-bevredigende vermoëns. Navorsing toon dat inligting eerstens aan verbruikers oorgedra word deur hulle bewus te maak van ‟n handelsmerk; daarná hul kennis van die handelsmerk op te bou, en uiteindelik hul opvattings van die beeld van daardie handelsmerk vas te lê en te verbeter. Volgens bemarkingsliteratuur dra die opbouproses van handelsmerkbewustheid, handelsmerkkennis en ‟n handelsmerkbeeld uiteindelik by tot die versterking van merkekwiteit. Vorige navorsing dui aan dat die vestiging van handelsmerkbewustheid ‟n aanvanklike en noodsaaklike doelwit van borgskap is. Tog is daar nog weinig navorsing gedoen oor die belang van handelsmerkbeelddoelwitte en –strategieë in borgskap. Navorsers is in eenstemming dat handelsmerkbeeld tussen ‟n borg en ‟n geleentheid oorgedra kan word, om só die handelsmerkbeeld van die onderskeie partye te versterk. Hierdie studie het ten doel gehad om sodanige handelsmerkbeeld-oordrag gedurende borgskap te beoordeel. Die navorsingsprobleem het besin oor die vraag of die handelsmerkbeeld van borghandelsmerke na die handelsmerkbeeld van geborgde geleenthede oorgedra word, asook of die handelsmerkbeeld van geborgde geleenthede na die handelsmerkbeeld van die borghandelsmerke oorgedra word. Fiktiewe handelsmerke, naamlik Fruitybliss (die borghandelsmerk) en die ProFriz Frisbee Challenge (die geborgde geleentheid), is ontwerp om handelsmerkbeeld-oordrag te bestudeer. Vier handelsmerkbeeld-eienskappe, naamlik fisiese produk en prys (borghandelsmerk) en status en grootte (geborgde geleentheid), is gekies om die handelsmerkbeeld van die borg en dié van die geleentheid te beoordeel. Die vier eienskappe is in sestien eksperimente gemanipuleer, waarna die handelsmerkbeeldtellings van die borghandelsmerk sowel as die geborgde geleentheid gemeet is. Die studieresultate toon dat die borghandelsmerk beduidend hoër handelsmerkbeeldtellings as die geborgde geleentheid behaal het. Daar was afgelei dat handelsmerkbeeld wél van ‟n borghandelsmerk na ‟n geborgde geleentheid oorgedra word, én omgekeerd. Voorts het produk en prys van die borghandelsmerk oënskynlik ‟n groter invloed op die handelsmerkbeeldtellings van die borghandelsmerk en die geborgde geleentheid gehad as die status en grootte van die geborgde geleentheid. Daaruit word afgelei dat, hoewel borgskap ‟n tweerigting-oordrag tussen borghandelsmerk en geborgde geleentheid impliseer, die borgskap tog ‟n groter invloed op die borghandelsmerk het as op die geborgde geleentheid. Handelsmerkbeeld-oordrag blyk dus om sterker te wees vanaf ‟n geborgde geleentheid na ‟n borghandelsmerk, as van ‟n borghandelsmerk na ‟n geborgde geleentheid. ‟n Aantal aanbevelings kan op grond van die studie gedoen word. Onder meer word beklemtoon dat organisasies borgskap moet aanwend om te midde van ‟n warboel produkreklame ‟n impak te hê op die uitbou van handelsmerkbeeld, om sodoende uiteindelik merkekwiteit te verbeter. Daarbenewens word voorgestel dat borgskap gebruik word om die handelsmerkbeeld van organisasies te bou en te versterk. Organisasies moet dus noukeurig oorweeg tydens die ontwikkeling van borgskap strategieë; borg produkte moet geaffilieer word met geborgde geleenthede én omgekeerd.

Thesis (MBA)--Stellenbosch University, 2002. / ENGLISH ABSTRACT: Brands, compnsing goods and services, serve to differentiate them from those of competitors. These have now proliferated to such an extent that it is difficult for brand owners to reach consumers and make their brands stand out. Brand loyalty has become one of the most frequently studied aspects of the purchasing process. It is thus defined through its measurements as the repeated purchase behaviour of one brand vis-á-vis other brands in the same category. The definition assumes a choice between two or more brands on the shelf. The objective of this project was to establish the presence of a direct relationship between brand loyalty and brand choice (or the lack thereof), in the emerging black markets of South Africa. The issue at hand is what happens in the absence of choice, i.e. the situation where there is only one brand per category. The second aspect to this is how do you measure brand loyalty in the absence of competition. The, outcome of the study clearly states that the choice that consumers are faced with in a particular market, lacks the dictionary meaning, In the absence of other brands in the same stable, loyalty has been found to exist because of the following: Brand being the first to market. Brand's superiority in terms of delivering on its promise, The presence of a strong advertising and promotions team to demonstrate its quality. Disposable incomes that are low and as such consumers' unwillingness to try other unknown brands, The lack of choice was described as a hostage situation, As long as the brand continues to deliver on quality, consumer choice will be deliberate and biased towards one brand. One very interesting other aspect to loyalty was that once it exists; it gets passed from one generation to the next. It becomes a family tradition, / AFRIKAANSE OPSOMMING: Handelsmerke onderskei produkte en dienste van hul mededingers. Die getal handelsmerke het nou tot so 'n mate toegeneem dat handelsmerkeienaars dit moeilik vind om verbruikers te bereik en hul handelsmerke duidelik van ander te onderskei. Handelsmerklojaliteit is een van die aspekte van die koopproses wat die meeste bestudeer word. Op grond van metingsprosedures word dit gedefinieer as 'herhaalde koopgedrag wat een handelsmerk bo ander handelsmerke in dieselfde kategorie bevoordeel'. Hierdie definisie veronderstel 'n keuse tussen twee of meer handelsmerke op dieselfde rak. Die doel van hierdie projek is om die direkte verwantskap tussen handelsmerklojaliteit en - keuse (of die gebrek daaraan) in die opkomende swart markte van Suid-Afrika te bepaal. Die eerste aspek van die ondersoek handel oor wat gebeur as verbruikers geen keuse het nie, m.a.w. as daar net een handelsmerk per kategorie op die rak is. Die tweede aspek handel oor die meting; van handelsmerklojaliteit as daar geen kompetisie van ander handelsmerke is nie. Die gevolgtrekkings van die studie illustreer duidelik dat die keuse wat verbruikers in 'n bepaalde mark het, nie aan 'n woordeboekdefinisie voldoen nie. Daar is ook bevind dat wanneer verbruikers nie 'n keuse van meer as een handelsmerk het nie, lojaliteit wel ontwikkel, om die volgende redes: Die handelsmerk was die eerste een wat in die mark beskikbaar was. Die betrokke handelsmerk doen sy beloftes beter gestand as ander handelsmerke. 'n Sterk advertensie- en promosiespan is teenwoordig om die kwaliteit van die handelsmerk te demonstreer. Die lae besteebare inkomste van verbruikers maak hulle onwillig om ander, onbekende handelsmerke te beproef Die gebrek aan keuse word beskryf as 'n "gyselaar"-situasie. Solank die handelsmerk aan die gehaltevereistes voldoen, sal verbruikers se keuse doelgerig daardie handelsmerk bevoordeel. Een van die interessantste aspekte van lojaliteit wat vorendag gekom het, is die volgende: as lojaliteit eers gevestig is, word dit van een generasie na die volgende oorgedra. So word dit dan 'n familietradisie.

Thesis (MBA)--Stellenbosch University, 2015. / ENGLISH ABSTRACT: This study aimed to answer the question whether a change of trade name would affect the brand distinctiveness of MC Design & Contracting. MC Design & Contracting is a small to medium-sized enterprise based in Port Elizabeth, South Africa. The business falls within a segment of the manufacturing sector known as the engineering sector. The business manufactures and installs engineered production facilities and components to industrial markets. As MC Design & Contracting is based in the Eastern Cape where the majority of South African automotive manufacturers are situated, it has a strong reliance on the automotive industry. In an attempt to break this single industry reliance, MC Design & Contracting management has deployed customer diversification strategies. The brand MC Design & Contracting is unique and the business therefore has achieved brand distinctiveness within its industry sector. The customer differentiation strategy requires marketing and sales personnel to target new customers that are not familiar with the business. As a promotional aspect of business-to-business marketing, the element of personal selling plays an important role. The salesforce and marketing personnel felt that the trade name of the business, MC Design & Contracting, was no longer aligned with its customer value proposition. They considered the trade name to be a distraction to the selling and promotions process. In order to assess the impact of a trade name change, MC Design & Contracting’s board requested an independent study dealing with the matter. This study set out to establish the various elements relating to the design of a trade name, including the procedural and legal requirements within a South African context. The ultimate goal of branding is for a business to achieve a degree of ‘uniqueness’ over its competitors. Referred to as ‘brand distinctiveness’, this study explored how trade names relate to brand distinctiveness. The study utilised a qualitative research methodology in the form of semi-structured interviews to gather data from internal and external stakeholders of MC Design & Contracting. The study found that MC Design & Contracting has a distinctive brand, but its trade name is no longer relevant. Furthermore, the study suggests that a change of trade name would affect both brand recognition and brand distinctiveness. The study concludes with recommendations to MC Design & Contracting’s board of directors. The recommendations revolve around the process of selecting an effective trade name that contains an element of distinctiveness. It also deals with the element of brand protection by suggesting the registration of a trademark.

The common view of brand choice in consumer marketing is that brands compete against each other within a specified product category. For example, different coffee brands are compared and evaluated by consumers and the most preferred brand is selected. Is this the only adequate way of demonstrating how consumers make brand choices? This thesis challenges the common view on brand choice and brand choice determinants in consumer markets on several accounts. First, brand choice is made in goal-derived categories (e.g., "foods to eat while on a diet"), and research on goal-derived categories and consumption goals suggests that consumers often choose between brands from different product categories. For example, a consumer may choose between brands of coffee, tea, and soft drinks to fulfill a consumption goal. Second, there is the question of complementarity. Are brands always chosen one by one? We argue in this thesis that consumers often choose brand constellations from complementary product categories in goal-derived categories (e.g., hamburgers and soft drinks when on a short lunch break). The thesis consists of four articles based on empirical studies. The articles cover single-brand choice and brand constellation choice in goal-derived categories, and the use of goal-derived categories by marketing practitioners. The general conclusion is that consumers evaluate more aspects than just brand-related ones when they choose brands in goal-derived categories. Product category associations (i.e., how typical a product category is perceived in a goal-derived category) are a more important determinant of brand (constellation) choice than brand associations. Also, in brand constellation choice, complementarity (i.e., perceived fit between brands) is more strongly related to brand choice than attitude towards individual brands. / <p>Diss. Stockholm : Handelshögsk., 2003</p>

M. Comm. / Psychiatrists are medical doctors who have specialised in the field of Psychiatry. Psychiatry is one of the five major fields in medicine, the other fields being Surgery, Obstetrics and Gynaecology, Internal Medicine and Paediatrics. Psychiatrists treat psychiatric disorders by way of diagnosis and invariably the prescription of the appropriate medication. Sixty to seventy percent of the diagnoses made by psychiatrists in private practice involve the so-called mood disorders in which a depressed mood is a common occurence. Depression is mostly treated with anti-depressant medication. (Olfson and Klerman , 1993:572). Accumulating evidence suggests that the use of anti-depressant medications is increasing. Sclar et. al. examined data from the National Ambulatory Medical Care Survey for the period 1990 through 1995. American National estimates of the number of office-based visits resulting in a prescription for or continuation of anti-depressant pharmacotherapy for any purpose escalated from 16 534 268 in 1990 to 28 664 796 in 1995, a 73,4% increase. (Sclar, Robinson, Skaer, Galin.1998:870) .although a Medline search cannot produce more recent figures it is commonly accepted that the most widely prescribed anti-depressants today fall in the class known as the SSRI's which stands for selective serotonin reuptake inhibitors. Use of a SSRI for the treatment of depression increased from 37.1% in 1990 to 64.6% in 1995. The first SSRI medication to become available on the South African market was fluoxetine under the trade name of Prozac in late 1987. (Preskorn, 1996: 18). To date approximately 25 million people have used Prozac worldwide. Prozac and other newer anti-depressants have been the topic of lead articles in national news magazines, best-selling books and widely watched television talk shows.