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Emotive reactions to the consumer education project of the South African dairy industry

Historically, consumer perceptions towards dairy products have been measured using a rational cognitive approach. However, recent consumer insights suggest that emotions play a dominant role in consumer decision making. The South African dairy industry therefore identified a need to determine emotive reactions to educational messages in addition to the reasons underpinning dairy consumption. Using a mixed method research approach, reactions from 81 South African dairy consumers were obtained, using three different, but interrelated measuring instruments. Descriptive statistics, hierarchical ladder maps and correlation analyses were used to examine emotive and cognitive consumer reaction to a number of generic dairy messages and products. The findings indicate that certain communication messages appear to have a stronger impact on consumers due to specific emotions that these messages elicit. Personal values underpinning dairy consumption decisions were also identified within the context of emotive reactions to the selected dairy products. / Business Management / M. Com. (Business Management)

Identiferoai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:unisa/oai:umkn-dsp01.int.unisa.ac.za:10500/18332
Date09 1900
CreatorsYao, Valery Yao
ContributorsJoubert, Johan Pierre Retief, Davis, Annemarie
Source SetsSouth African National ETD Portal
LanguageEnglish
Detected LanguageEnglish
TypeDissertation
Format1 online resource (xvi, 226 leaves) : illustrations, some color

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