Determination of brand loyalty amongst South African petrol consumers.
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Date
2012
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Abstract
More and more South Africans buy cars on a daily basis. They therefore join a
group of existing petrol consumers. The aim of this research was to establish the
existence of brand loyalty amongst South African petrol consumers. The approach
of the research was based on two measurements used in the definition of brand
loyalty. There is no one definition of brand loyalty as indicated from existing
literature. A number of the definitions refer to behavioural and attitudinal elements
of loyalty. This study was largely conducted on this basis of loyalty.
A total of eighty conveniently selected participants were interviewed in Pretoria
and Johannesburg. Data collected using structured questionnaires was then
analysed statistically.
Findings of the research revealed that South African consumers are not strongly
loyal to their chosen petrol brands. Several factors contributed to these results,
such as the non existence of marketing strategies to create brand awareness.
Recommendations to improve brand loyalty were provided along the lines of
loyalty programmes as well as service excellence.
Description
MBA University of KwaZulu-Natal, Durban 2012.
Keywords
Brand loyalty--South Africa., Consumers--South Africa., Consumer behaviour--South Africa., Energy consumption--South Africa., Automobiles--South Africa--Fuel consumption., Theses--Business administration.