The impact of brand elements on the purchase behaviour of University of KwaZulu-Natal students in relation to fast-moving consumer goods.

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.