Durban customers' perception of cash back premiums marketing campaigns for Afrikaanse Verbond Begrafnis Ondernemings Beperk.

Abstract

The prime aim of this study is to evaluate customers’ perceptions of AVBOB cashback premium marketing campaigns and how it impacts on customers’ performance based on the Attention, Interest, Desire and Action (AIDA) model. This study draws on the AIDA model to determine the influence of the AVBOB cashback premium marketing campaigns on consumers purchasing decision – based on attention, interest, desire and action with reference to the AVBOB cashback funeral cover. AIDA, which is an abbreviation for Attention, Interest, Desire and Action is used by marketing staff to create powerful communication techniques that better reflects customers’ necessities and wants (Hadiyati, 2016: 51-52; Rawal, 2013: 38-39; Winer & Dhar, 2011:441). This study adopted a non-experimental quantitative approach for collecting data. It enables the researcher to explore the phenomena that is being investigated. Consequently, a convenient sampling technique was used to enrolled participants into the study. With 73.2% of the sample being females. 88.3% of the sample being Africans, 58.5% of the sample being single, 77.1% of the sample employed, and 48.8% of the sample having between 1 – 3 children, the results from this study revealed that this study used a sample of 205 respondents. The findings from this study revealed that 97.5% of the respondents buy the AVBOB’s cashback funeral cover as a family necessity. On customers’ performance or buying behaviour, the results from this study indicated that AVBOB cashback premium marketing campaigns influences customers’ attention toward the product, with p-values of <0.05. However, the results from this study suggested that AVBOB cashback premium marketing campaigns has no influence on customers’ interest toward the product, with p-values of >0.05. Similar, the findings from this study also revealed that cashback premium marketing campaign has no influence on customers’ desire toward the product, with p-values of >0.05. Furthermore, the findings from this study revealed that AVBOB cashback premium marketing campaigns influences customers’ decision to buy the product based on family necessity, with a p-value of 0.037.