Following the deregulation of the Baking Industry in South Africa, the baking industry has since then burgeoned into a highly competitive, cut-throat industry, where survival depends on market share. As a direct result of the government's deregulation of the Bread Industry, all bread producers were forced to review their business strategies and consumer relationships, in order to survive. With an industry characterised by low margins and the notoriously low levels of brand loyalty, the challenges facing industry players in terms of strategy implementation and consumer focus has necessitated a re-look at the way businesses in the Industry operate. This study examines the factors influencing consumer behaviour in respect of bread purchases at Albany Bakeries Gauteng, with the aim of getting a deeper understanding of the drivers, of such behaviour. The study also critically examines Albany Bakeries current strategy to determine if the strategy is best suited to ensure market growth and consumer satisfaction With no formal research having been done on this subject matter, the purpose of this study is to deepen understanding, of consumer behaviour and to provide Albany Bakeries with meaningful insights in this regard. The knowledge gained from this research will help Albany Bakeries make more informed decisions and to support key marketing decisions, going forward The primary objective of this study is to determine the factors influencing consumer behaviour in respect of bread purchases at Albany Bakeries Some of the secondary objectives of this study included the determination of the strategic priorities of Albany Bakeries in relation to keeping consumers satisfied, the determination the drivers of consumer behaviour in respect of bread purchases and the determination to ascertain whether Albany Bakeries was consumer centric. IV This research study is exploratory in nature, to gain insight into the research problem. An extensive investigation into the relevant literature was done. An empirical study was also conducted and the measuring instrument consisted of a self - administered questionnaire. The population selected consisted of bread consumers from the Germiston (East Rand), Pretoria, Randburg and the West Rand geographical areas. The major findings indicated that Albany Bakeries dominates the Gauteng bread market with its product differentiation strategy. The research results indicate that product freshness and taste are the category passport factors and the major influencing decisions when making a purchase. In a deceptively complex and cut throat industry, Albany's product innovation is a key success factor Other main conclusions were also drawn. Albany Bakeries was seen to be consumer centric, with an admirable high level of consumer satisfaction. It was, inter alia, recommended that Albany Bakeries create more brand awareness by increasing the familiarity of the brand through repeated consumer exposure. It is also recommended that Albany Bakeries implement a programme to measure customer satisfaction, on an ongoing basis and to have available a mechanism to translate what customers want into information that can be usable for managerial decision making purposes. Based on the findings, the research study concludes with various recommendations, which provide direction for future research. / Thesis (MBA)-University of KwaZulu-Natal, 2006.

Diss. Stockholm : Handelshögskolan i Stockholm, 2008.

The impact of identity on brand loyalty has taken precedence as an area of focus in recent marketing research. This has taken place in an era defined by technological revolution, which has created market disruptions and there are implications for customer–brand relationships. Nonetheless, the extant literature on brand loyalty does not extensively acknowledge the impact of socio-psychological attributes but rather functional utility maximisation. The brand loyalty literature has the notion that the perceived value of a brand is conceptualised and operationalised as a functional utilitarian value. Knowledge that illuminates how firms can reposition themselves to sustain brand loyalty when disruptions occur in today’s complex and globalised business environment is explored in this study, through empirical investigation into the phenomenon of brand switching behaviour among consumers in a specific competitive market, namely, the Smartphone Industry. The current study explores how resistance could be built from an identity theory perspective. As highlighted above, much emphasis has historically been placed on the functional utility of products at the expense of social meanings. Given the relative paucity of literature on identity and brand loyalty, this study adopts a grounded theory methodology based on a survey and a series of in-depth interviews across Ghana and the UK to access consumers’ insights and experiences of specific brands in the Smartphone industry. Interviews were recorded, transcribed and coded, utilising the three-stage process of analysing data; specifically, open, axial and selective coding. This study is the first to combine brand loyalty literature, identity theory and grounded theory to study the behaviour of brand switching in the Smartphone Industry. This study identified a gap in knowledge in the brand loyalty literature, as it focuses only on how brands perform under normal market conditions. Hence, this study provided consideration for market disruptions in the Smartphone industry. Empirical data from Smartphone users confirmed in this study that underlining factors which are non-utilitarian factors such as socio-psychological benefits, motivate consumers to continue buying the brands they buy. The study also established that the sustainability of brand loyalty could be accomplished from an identity theory perspective by adapting and advancing a customer–brand identification (CBI) model, to examine the phenomenon of brand switching in the Smartphone industry at a more matured and competitive stage.

This thesis investigates the dimensionality of brand value from the consumer perspective and tests how value dimensions relate to loyalty at the brand level. Firstly, a novel conceptualisation of perceived brand value is offered based on consumption values theory. Five dimensions are deployed to constitute the brand value scale; functional value, economic value, social value, emotional value and epistemic value. These dimensions are then tested in a holistic model to assess i) the reliability and validity of the scale, ii) the impact of brand leadership and corporate image on relative value dimensions, and iii) the segregated influence on value dimensions on repurchase intentions and positive word-of-mouth. Qualitative and quantitative methods are used to collect data from the high-technology market segment in Saudi Arabia owing to the country’s strong economic situation along with the accelerated penetration of high-tech brands into the Saudi market. First, four rounds of focus group discussions with university students conducted to confirm and enhance existing scales of brand value dimensions and developing new scale for the epistemic value construct at brand level. A self-administrated questionnaire was developed from both literature and focus groups and content and face validated by academics and subject matter experts. Then, 1020 questionnaires were distributed to several college-level schools in the city of Jeddah, 771 were returned, and 510 completed responses were used for final analysis. Exploratory and confirmatory factor analyses used to validate the dimensionality and reliability of the integrated scale of brand value. Structural equation modelling techniques applied to test the conceptual model and research hypotheses. Twenty-one items are retained to represent five dimensions of brand value scale and fourteen out of sixteen hypotheses are accepted. Thus, findings of empirical research confirm theory in that i) consumers perceive value of brands from multiple perspectives, ii) brand associations significantly contribute to value of brands, and iii) value dimensions encourage brand loyalty at dissimilar levels. At academic level, researchers can use the developed scales to study the mutual relationships between other brand associations and various dimensions of brand value. The newly developed measure of epistemic value can also be used to examine the impact of added high-tech features on aspects of consumer behaviour e.g. consumer-brand relationship. At managerial level, brand managers can use the developed scale to assess the strengths and weaknesses of their brands. According to the relevant importance of functional, economic, social, emotional and epistemic values to customers, loyalty programmes and customer relationship management can be tailored to match consumer needs. Finally, market segmentation can adapt value-based strategies to tap into new markets more successfully.

After the complete liberalization of the airline industry during the 1990s the industry has faced a rapid growth in passenger numbers. This has mainly been caused by the emergence of so-called Low Cost Carrier (LCC) that offer a simplified product (i.e. point-to-point flights without any frills) at a lower cost than traditional Network Carriers. Furthermore LCC also introduced a less differentiated pricing structure (Restriction Free Pricing) which forced competing network carriers to reduce the degree of price discrimination which they were able to practice until then in order to defend their market shares. This has led to a decrease of average yields, which resulted in difficulties for (smaller) Network Carriers to cover their fixed costs, related to the operation of a hub & spoke network. In this environment network airlines are looking for new revenue sources as well as further sources of cost reduction. This development has amplified the consolidation trend of the airline industry and led to the emergence of several multi-hub networks (e.g. Lufthansa runs hub-operation in Frankfurt, Munich, Zurich and Vienna). One way to leverage the fact that multi-hub networks allow several routings for one origin-destination city pair would be the introduction of flexible tickets, where the actual routing of the passenger is not defined at the moment of purchase but only a certain time prior to departure. This allows airlines to raise the load factor on their network by increasing the degree of overbooking which they currently practice by pooling the risk that more passengers arrive than there is capacity among several flights. Furthermore these tickets might allow network carriers to compete in the low-cost-airline segment without having to further reduce the price level of their regular product (with specified routing). The present dissertation examined possible designs of such a ticket and their impact on the acceptance by passengers by means of a choice based conjoint study among 356 travelers. The findings suggest that while 77.5% of leisure travelers are willing to accept flexible time-range tickets in their relevant set, only 56% of business travelers are considering using this kind of ticket. More particular the results also showed that business travelers are not willing to compromise on travel duration and departure times, and are subsequently willing to pay a premium for specified tickets. A market share simulation showed that depending on the selected product layout flexible time-range tickets are able to gain up to 60% market share when offered at a discount of up to 33% relative to traditional tickets. When it comes to the actual layout, the largest lever to increase the acceptance is to exclude connection flights from the potential set of flights. The results contribute to the young research area on flexible products by assessing the disutility which is experienced by customers with regard to particular product characteristics of flexible products. Furthermore the results aim at providing airline managers with a comprehensive overview of the possibilities which flexible time-range tickets bring along when it comes to increasing the load factor and thereby the revenues in a multi-hub network. (author's abstract)