IIESpace Repository

“AN ANALYSIS OF BRAND LOYALTY AND CONSUMERS OF ORGANIC FRUIT, IN CONTEXT OF THE POSSIBLE INTRODUCTION OF A “WATER-WISE” TABLE GRAPE VARIETY - CASE STUDY AT WOOLWORTHS IN CAPE TOWN”

Show simple item record

dc.contributor.author Borel-Saladin, Brigitte
dc.date.accessioned 2019-03-25T08:48:36Z
dc.date.available 2019-03-25T08:48:36Z
dc.date.issued 2018
dc.identifier.uri http://iiespace.iie.ac.za:80/handle/123456789/279
dc.description.abstract The introduction of a sustainable water-wise table grape variety is a possibility that is believed to gain attention amongst organic fruit consumers, if marketed and branded properly. Due to the increasing demand to be more water-wise in this current time of water-crisis in the Cape Region of South Africa, societal expectations are pressing consumers to consider products that are more environmentally friendly. Organic fruit consumers generally strive to associate themselves with a brand that is committed to improving sustainable environmental outcomes, and are health conscious. The research findings indicate that, due to a lack of current information on new water-wise table grape varieties, organic consumers are still on the fence about such a product. It was however found that more and more organic consumers are less strict organic purchasers, which is positive news for the potential new brand. By establishing an innovative brand and communicating accurate information related to quality, taste, health and environmental sustainability the research report concluded that there indeed is a place for this new brand in the agricultural market. en_US
dc.language.iso en en_US
dc.publisher The IIE en_US
dc.subject Brand en_US
dc.subject Brand loyalty en_US
dc.subject Sustainability en_US
dc.subject Brand - water en_US
dc.title “AN ANALYSIS OF BRAND LOYALTY AND CONSUMERS OF ORGANIC FRUIT, IN CONTEXT OF THE POSSIBLE INTRODUCTION OF A “WATER-WISE” TABLE GRAPE VARIETY - CASE STUDY AT WOOLWORTHS IN CAPE TOWN” en_US
dc.type Thesis en_US


Files in this item

This item appears in the following Collection(s)

Show simple item record

Search DSpace


Browse

My Account