The impact of brand elements on the purchase behaviour of University of KwaZulu-Natal students in relation to fast-moving consumer goods.
Loading...
Date
2021
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Branding, as well as its counterpart brand elements, plays an important role when it comes to a
product or company. Branding is not a new concept and has been around for several years;
however, the role of branding has become important over the years owing to changing business
environments. Therefore, this study focuses on the impact of brand elements on the purchase
behaviour of UKZN students in relation to fast-moving consumer goods (FMCGs).
The study focuses on four main objectives. The first objective is to determine the impact that brand
elements (brand names, URLs, logos, symbols, slogans, jingles, characters, packaging and
spokespeople) have on the purchase decisions of UKZN students in relation to fast-moving
consumer goods (FMCGs). The second objective is to understand the perceptions of UKZN
students about the effectiveness of brand elements in building brand awareness, brand image and
customer loyalty. The next objective focuses on uncovering the evaluative criteria that UKZN
students rely upon when making purchase decisions of fast-moving consumer goods (FMCGs).
Finally, the study focuses on formulating creative competitive advantage strategies that marketers
can adopt for successful marketing of fast-moving consumer goods (FMCGs) to university
students.
A sample of 210 students from the University of KwaZulu-Natal’s Westville campus were drawn
using the convenience sampling technique. The data were collected through questionnaires, which
were then analysed accordingly. The data were analysed using descriptive and inferential statistics.
The results of the study show that there is a significant positive relationship between the impact of
brand elements on purchase decisions and perceptions of the effectiveness of brand elements, as
well as the evaluative criteria used when making purchase decisions. There is also a significant
positive relationship between perceptions of effectiveness of brand elements and evaluative criteria
used when making purchase decisions. Recommendations from the results of the study provide
insight into how marketers can adopt creative competitive advantage strategies for successful
marketing of fast-moving consumer goods (FMCGs) to university students.
Description
Masters Degree. University of KwaZulu-Natal, Durban.