M. Tech. (Department of Business Administration, Faculty of Management Sciences), Vaal University of Technology. / Research on price, packaging and loyalty has been well documented internationally and in South Africa. Many companies have recognised that the designs of packaging and different price strategies have an effect on brand loyalty. The study examined customer perceptions of packaging and price on loyalty. A case study was used in the study.
A literature study on packaging, price and loyalty was undertaken to unpack the drivers behind consumer loyalty and what makes consumers loyal to a brand. The empirical study involved assessing the relationships between visual packaging, physical packaging, price, and brand awareness on brand loyalty through a self administered questionnaire. The sample comprised 212 respondents situated in the North-West of Johannesburg.
The data obtained indicated strong relationships among physical packaging, visual packaging, price and brand awareness with reference to brand loyalty. Correlation and regression analysis revealed that brand loyalty is influenced by the packaging appeal, price and brand awareness.
Based on the findings, recommendations were made to assist the company in various areas of their marketing strategy in order to enhance brand loyalty: Graphics and labelling on packaging are essential aspects of brand identification in order for consumers to easily recognise a brand. The introduction of lifestyle graphics may give the company a competitive edge as this may appeal to consumers. The regression analysis indicated that consumers tend to be attracted to a brand with the aid of packaging which will allow them to carry and preserve the product.
The study also revealed that consumers are not highly price sensitive i.e. consumers are not likely to buy a competitor's products due to lower prices. The results infer that, for a company to have a strong brand, the following aspects of marketing strategies need to be assessed and implemented correctly, namely brand awareness, price and packaging which may lead to brand loyalty.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:vut/oai:digiresearch.vut.ac.za:10352/635 |
| Date | 01 1900 |
| Creators | Dumasi, Tshepiso |
| Contributors | Dhurup, M., Prof. |
| Publisher | Vaal University of Technology |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
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