Brand Consciousness of BOP Consumers in South Africa

Pravina Devpersadh Oodith and Sanjana Brijball Parumasur

Journal of Economics and Behavioral Studies, 2017, vol. 9, issue 3, 82-100

Abstract: Bottom of the pyramid (BOP) consumers are not just basing their purchase decisions on price and affordability but on the value derived from good-quality brands. Hence, this study assesses the brand-consciousness of South African BOP consumers in terms of brand awareness, differentiation, recognition, loyalty, trust and preferences for leading brands. The aim is to understand the brand consciousness of the South African BOP market so that suitable brand management strategies may be formulated to profitably serve the needs of this market. The population (2 556 422 elements) included BOP consumers living in relative poverty within the rural areas of South Africa from which a sample of 600 subjects was drawn using area sampling. Data was collected using a self-development questionnaire whose psychometric properties were statistically assessed and analyzed using descriptive and inferential statistics. The findings reflect that there is a high degree of brand awareness amongst BOP consumers, the majority of BOP consumers are able to easily differentiate between the various brands based on the brands’ logos, design and/or coloring, a significant segment displays brand loyalty which alters when price becomes a factor for consideration and BOP consumers lack trust where new brands are concerned and prefer good quality brands. Furthermore, BOP consumers’ brand consciousness and purchase decisions are influenced by education and income respectively. It can also be concluded that the majority of South African BOP consumers are brand-conscious; hence, brands play an influential role in their consumer decision-making process. Beneficial recommendations are presented for business organizations.

Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://ojs.amhinternational.com/index.php/jebs/article/view/1748/1446 (application/pdf)
https://ojs.amhinternational.com/index.php/jebs/article/view/1748 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:rnd:arjebs:v:9:y:2017:i:3:p:82-100

DOI: 10.22610/jebs.v9i3(J).1748

Access Statistics for this article

More articles in Journal of Economics and Behavioral Studies from AMH International
Bibliographic data for series maintained by Muhammad Tayyab ().