CONSUMER BEHAVIOUR PATTERNS: IDENTIFYING BUYING MOTIVES FOR COOL DRINKS AMONGST SOUTH AFRICANS UNDER 35 YEARS OLD

Tudor Edu, Costel Negricea () and Alexandru Ionescu ()
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Alexandru Ionescu: Romanian American University, Bucharest

Romanian Economic Business Review, 2013, vol. 8, issue 1, 73-91

Abstract: The consumer is in the centre of any marketing endeavour. Finding out what the consumers (individual or organization) need, desire and demand is the starting point of a marketing approach.Our research is focused on determining consumer behaviour coordinates pertaining to cool drinks amongst South Africans under the age of 35. The findings of this study provide significant information concerning the buying motives considered when purchasing cool drinks which can be extended to other categories of merchandise. The findings show that the consumer behaviour of cool drinks amongst the young South Africans is a complex one. The respondents displayed a tendency towards objective buying decisions but between a collection of brands for which a certain degree of loyalty was shown.

Keywords: consumer behaviour; buying behaviour; buying motives; exploratory research (search for similar items in EconPapers)
Date: 2013
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