Research Reports: Vega School of Brand Leadership

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Privacy in the Digital Age
(The IIE, 2023) Stegmann, Elke
With the advancements in data-gathering technology, various privacy-related issues such as a lack of consumer knowledge about data gathering and protection, lack of regulation, and a decrease in trust from consumers toward brands and digital marketing have arisen. Despite an increase in data-related research there remains a methodological gap in the literature with much of the existing research approaching the topic quantitatively. This study aimed at understanding how consumers are affected by invasive digital marketing activities, and how this affects their trust in brands, specifically in the context of South African consumers. Utilising a qualitative research design and inductive reasoning techniques participants were sampled using snowball and purposive sampling techniques. The data was collected using an in-depth interview and analysed through narrative analysis. The findings indicated that all participants had experienced some form of privacy invasion driven by digital marketing and brands in the online space. This in turn had a negative impact on their brand trust and overall view of digital marketing. However, many participants saw the necessity of online information sharing with brands and had various recommendations and thoughts on how trust could be regained. Based on the data, several recommendations can be made; brands should be as transparent as possible regarding their data gathering and processing practices, brands should at least meet, and preferably go beyond privacy regulations and expectations, and consumers should make an effort to educate themselves on digital privacy and how their data is collected, processed, and shared.
Brand identity factors that influence Gen Z’s purchase intentions of green skincare brands on social media: An Esse and SKOON case study
(The IIE, 2023) Gallus, Emile
Exploring Generation Z's perceptions of and behaviours towards South African fast fashion brands in the era of conscious consumerism
(The IIE, 2023) Ardé, Sophie Emma
In an era that emphasises sustainability, this study examines Generation Z's perceptions and behaviours towards South African fast fashion brands. Amid a shift towards environmentally conscious practices by brands through marketing and business changes, this study aims to fill a research gap by exploring how this demographically significant group, born into a digital world and a culture of rapid consumption, reconciles their environmental awareness with their purchasing decisions. Through convenience sampling, eight participants from major South African cities provided insights via thematic analysis of a focus group. Findings reveal a generation that is informed and critical, valuing brand transparency and ethical practices, yet also influenced by economic and social media factors. This study contributes to understanding Generation Z's complex consumer profile, offering valuable implications for brand strategies in fast fashion and beyond. 2
The influence of language barriers on financial services: their contribution to financial access, client perceptions and attitudes towards traditional banking services.
(The IIE, 2023) Tigere, Patience
To support and permit financial inclusion of their citizens, developing nations must constantly fight to close the gap between the affluent and the poor. Studies have indicated that language barriers, inadequate education, illiteracy, and other resource constraints all play a part in this disparity. The purpose of the study was to investigate the influence that language barriers have on the ability of ordinary South Africans, particularly those from the lower income brackets, to access traditional financial services and the consequent consumer behaviour. When it was possible and for obvious reasons, more emphasis was placed on referencing developing countries throughout the African Continent rather than Western countries to fairly analyse previous literature and research. Based on the review of the literature available and the applicable theory, the researcher took on an interpretivist stance to approach the study where convenience sampling was used to recruit its participants. Semi-structured interviews were used as a research tool to gather data that was used to interrogate the researcher’s claim and to answer the research questions. Through these semistructured interviews, participants shared their personal experiences interacting with various financial service providers and how language barriers influenced their attitudes and perceptions of traditional banking services. Participants’ negative experience was one of the key findings which emerged in the discussions. A thematic analysis of these interviews gave insight into key themes which will serve to inform customer relationship policies, marketing and communication within the banking sector.
EXPLORING THE RELATIONSHIP BETWEEN BRAND DESIGN ELEMENTS AND CONSUMER BEHAVIOUR.
(The IIE, 2023) Wood, Rhianne
This quantitative study aimed to identify the relationship between brand design elements (logo shape, logo colour and typeface) and consumer behaviour (consumer decision-making). Although both topics have been studied extensively within the marketing industry there has been limited research conducted to uncover the relationship between consumer behaviour and brand design elements, specifically concerning logo shape, logo colour and typeface, within the past 5 years. 205 anonymous individuals participated in this research by completing an online survey via Google Forms. The findings of the research identified that based on participant's preference in terms of shape, colour and typeface, in some instances, correlates with the brand logo they prefer which as a result has an impact on their decision to choose one brand over the other. Alongside primary research, the assumption could be made that although participants stated that they do not purchase from brands solely based on the look of their logos consumers may subconsciously be attracted towards specific logos based on the logo shape, colour and typeface, resulting in them selecting one brand over another based on their logo, impacting their consumer decision-making.
Brand identity factors that influence Gen Z’s purchase intentions of green skincare brands on social media: An Esse and SKOON case study.
(The IIE, 2023) Gallus, Emilie
Convenience sampling
Employer branding into the future: what is the "Gen Z" talent pool, with 4IRrelated skills, looking for when it comes to employee branding in South Africa today?
(The IIE, 2023) Winter, Grace
Social Media as a Search Engine: the Use of TikTok by Gen Z to Search for Brand Information
(The IIE, 2023) Wickens, Nicole
Abstract Video-based apps like TikTok are gaining traction among Gen Z, surpassing Google in relevance due to their preference for quick, consumable information. This study proposes to evaluate the functionality of social media platforms as search engines for Gen Z, considering their unique behaviours and preferences. Functionality is crucial in determining the effectiveness of social media platforms like TikTok in serving as search engines for this generation. Gen Z often relies on user-generated media (UGM) and Uses and Gratification (U&G) theory, which emphasises the gratification derived from media interaction, to access and consume brand information. TikTok's advantages over traditional search engines, such as authenticity, creativity, personalisation, community, and entertainment, make it an appealing platform for Gen Z's brand information needs.
The effect of KIA’s rebranding on consumer’s perceptions of brand image.
(The IIE, 2022) de Villiers, Lucile
In an era where innovation and progression prevail, consumers look towards brands who make a conscious effort to integrate their values and brand identity into the changing preferences of their consumers. KIA has attempted to illustrate their future focused vision by implementing a rebrand that is aimed at repositioning themselves in the minds of consumers. However, brands within safety sensitive industries must weigh the costs and risks of rebranding to determine whether these changes will have a lasting positive effect on the perception of their brand image. Considering this, the researcher aimed to determine whether KIA’s recent rebrand has affected the way in which consumers perceive the brand’s image. To accurately determine this, both demographic - and 19 five-point Likert scale questions where distributed in the form of a survey to quantitatively gather the necessary objective data. All questions within the survey were derived from Kapferer’s (2008) Brand Identity Prism and were measurable through descriptive and inferential statistics to ensure that the data was deemed fit for this research. Ultimately, the three sections being measured were focused on self-image, reflection, and physique after KIA’s rebrand. Positive and significant relationships were found between each of these sections and the perceptions of consumers, therefore indicating a positive effect. This research illustrates the effect of rebranding in industries that have very few instances thereof and serves as an indication to other automotive brands what the potential effect of a rebrand within the South African context might be.
AN EXPLORATIVE STUDY INTO THE POSSIBLE IMPACT NFTS MAY HAVE ON CONSUMER BEHAVIOUR AT GUCCI.
(The IIE, 2022) Baloyi, Lehutso Leloko
Technology has become an integral part of everyday human-life. Most individuals have had to learn how to manoeuvre advanced technology to make their daily life activities more convenient and faster. However, recently consumers have had to manoeuvre the distinct introduction of digital assets to their shopping experience. Gucci has become one of the early adopters in luxury fashion to sell NFTs and segment themselves in the world of augmented reality and the metaverse. Furthermore, these same advancements influence consumer preferences and expectations, essentially affecting consumer behaviour. The purpose of this research study is to understand the impact NFTs have on the behaviour of consumers who shop at Gucci. For these reasons, this study used the collection method of conducting interviews. A collection method of online interviews by means of questionnaires/surveys. Although conducted online, this method of collection was structured interviews with a phenomenology research approach. The participants for this study were people who regularly shop both in-store and online at Gucci. Individuals who are loyal customers with customer lifetime value to this luxury fashion brand. Findings from the study suggest that people are aware of NFTs, they are knowledgeable and cognisant of them. However, these participants are not accepting of them for themselves. Their comfort and loyalty to what they are already attracted to at Gucci is enough reason for them to not have to change the way they shop and why they shop at Gucci.
An understanding in the consumers perceptions of interacting with market affiliates of the parent brand USN in South Africa.
(The IIE, 2022) Rees, Justin
This study will be valuable as it intends to contribute to the global body of knowledge as well as provide crucial consumer insight onto the existing market affiliation programs of the brand Ultimate Sports Nutrition (USN). This field of research is needed to be explored as there are currently no published research papers analysing the consumer perceptions of South Africa in relation to the concept market affiliation. Market affiliation as a concept will be provided within the literature review of this proposal. Market affiliation is a relatively recent marketing strategy utilised by brands and businesses world-wide. Market affiliation is the concept whereby a brand or organisation would allow an external independent individual or ‘influencer’ to assist in increasing a company’s product or service sales. For example, let us use the brand USN, USN market affiliation would entail the brand to acquire the ‘ideal’ consumer and use them to influence others like -minded to the individual with incentive by commission for each sale referenced by the consumer. Affiliate marketers generally do not store or hold onto stock, a brand may send some products to the affiliate so that the affiliate can create digital content with the products. So, since USN is a health and fitness brand that specialises in hard-core exercise and workout supplements. USN would then sign with a frequent gym member (For example’s sake the gym member will be referred to as the affiliate) who matches with the identity of the brand, and that specific affiliate would then be given a code or a personal unique website address to disseminate amongst their personal networks. Each time someone from the personal networks clicks or taps on that affiliate’s specific link, USN would have tracked that and if the consumer from the personal network purchases a product, the affiliate then earns their commission from that online interaction. The realm of market affiliates is mainly restricted to the online platforms for tracking reasons. 6 Current research in the topic of market affiliation showcases that most forms of marketing affiliation strategies are successful, however, none of that of claim can be proven within the South African context. By conducting this research, the social relations within the South African climate of marketing affiliation and the consumers can be better seen and understood. This research is interesting as the results cannot be pre-determined and the research will either prove or disprove current research on the topic. This researcher believes that the world is created through social construct and social interaction, thereby this research would entail gaining the social understanding of market affiliation from consumers who have interacted with affiliates in South Africa.
Identifying the impact video and photo content posted on social media has on Gen Z users’ consumer behaviour.
(The IIE, 2022) Burgers, Jené
The aim of this research was to identify the impact video and photo content posted on social media has on Gen Z users’ consumer behaviour. Despite the focus of social media platforms shifting from photo to video content it was realised that there was limited research as to which format better met the marketing needs of Gen Z consumers in terms of capturing their attention and persuading a positive purchase decision. This became an area of interest as social media has become one of the most utilised methods for brands to communicate with consumers and understanding which types of content were most efficient could assist in reduce time and marketing costs. This research was conducted as a quantitative study and made use of an online curated questionnaire with a sample of n=43. Based on the sample brands may find it useful that although video content is more popularly consumed by Gen Z and is the more preferred method for receiving communications, however the elements that contribute to the effectiveness of the content are of potentially more importance that the content format itself, these specifics are in actual fact where the contents successful impact on consumer behaviour lies.
Exploring the attitudes of South African female consumers towards Femvertising
(The IIE, 2022) Greeff, Jennifer
The following research report examined the attitudes of female South African generation Z consumers on Femvertising. Femvertising was based on the assertion that brands can simultaneously empower women while selling products (Green, 2020). The use of such advertisements is increasing, as such marketing communications not only curb stereotypes about females (Sternadori and Abitbol 2019) but also generate a positive attitude toward the products advertised (Drake 2017). Brands are shifting from traditional to modern representations of women to showcase personal relationships with the brand and provide a medium to express emotions through the products (Varghese and Kumar 2020). Through an interpretivist approach, this explorative study sought to gain insight the Femvertising phenomenon and the overall attitudes of South African generation Z female consumers toward this marketing tactic via the respondents’ subjective perceptions. Research was conducted through semi-structured interviews, whereby six participants were interviewed, and data saturation was met. The findings, along with past and current research, raised the concerns about Femvertising being used as a marketing gimmick which is driven by patriarchal attitudes instead of being an authentic action for social change (Hoad-Reddick 2017). Findings indicated that brand alignment and the choice of how women were represented in the adverts played a large role in whether female consumers felt that the ad was genuine and trustworthy. These findings aim to further contribute to the existing knowledge of consumer attitudes towards Femvertising. These results offer insights to brands and into people’s responses toward women-empowering advertisements and have practical implications for advertisers and marketers who are interested in using such an advertising tactic to promote products and services.
AN EXPLORATORY STUDY OF SHOPRITE AND CHECKERS AS A MEANINGFUL BRAND IN THE CONTEXT OF FOOD WASTE MANAGEMENT
(The IIE, 2022) Ralane, Langelihle
Background: Food waste and loss continue to be a problem globally. This is despite many people going hungry in the world, especially in sub-Saharan Africa. A lot of food is wasted during the early stages of production in lowmiddle income countries such as South Africa. But recent wastages in postharvest to consumer supply chain stages put retailers such as Shoprite and Checkers at the centre of food waste management research. Objective: Thus, the main objective of this study was to describe how Shoprite and Checkers managed or failed to manage the sourcing and processing of raw materials to minimize food loss and food waste. Method: To achieve this objective, this study applied a secondary qualitative research as a design. Content analysis of text data in the form of existing online media materials on the subject of Shoprite and Checkers and food waste was applied. Three online articles were sourced and analysed using a thematic analysis technique as a method of data analysis. Findings: From this analysis it was found that food waste and loss happen at the agricultural or production levels in Shoprite and Checkers’ supply chain. This was despite efforts made by the group to reduce food waste, and despite the fact that the retailer does not directly control the independent large-scale farmers responsible for food production. It was also found that food waste leads to waste of embedded resources such as water, land, capital and labour. At the same time, it was found Shoprite and Checkers makes efficient effort towards preventing and reducing food waste/loss. It does this by using predictive analytical tools such as artificial intelligence and machine learning to mitigate against food waste (South African Good News, 2022). The retailer also demonstrated to be socially and environmentally conscious, thus fulfilling its endeavours towards being a brand with purpose.
An explorative study on meaningful brand strategies to curb food waste – a Food Lover’s Market case study
(The IIE, 2022) Lekalakala, Boitumelo
Consumers waste a lot of food bought on special and are used to high quality standards on products that retail stores uphold. This study explores more meaningful brand practices that Food Lover’s Market can utilise in order to reduce food waste in store and this resulting in consumers reducing food waste at home too. This exploration was done through a mixed method study using content analysis of discussions on Facebook and Twitter posts, and a survey. The main aim of the research was to evaluate people’s thoughts about the brand, people’s thoughts about fresh produce, to investigate the quality standards that retail stores uphold and understand how effecting certain changes could possibly make crooked shaped produce “cool” to reduce food waste and look at other strategies Food Lover’s Market can adapt to be more meaningful as promotions such as buy one get one free have been shunned upon as contributors to food waste. The study made reference to secondary sources to support the phenomenon that there are other meaningful practices that other brands are doing globally to reduce food waste. Furthermore, that consumers waste a lot of food because they bought it on special and that retail stores have high quality standards allowing them to throw away fresh food because of shape. This study took a coding analysis approach for the content analysis from Twitter and Facebook and took the Miles and Huberman approach to analyse the content from the survey. All the data collected was then coded into themes addressing the research objectives. The first data set was collected through a survey completed by a total of fifty-two participants over five days. The second data set was collected through online searching of discussions on social media about Food Waste and Food Lover’s Market. This information was interpreted qualitatively and quantitively to achieve triangulation and validity. This study formulated recommendations for Food Lover’s Market and other retail brands to utilise in order to reduce food waste by not letting fresh food go to waste simply because of shape. Furthermore, it recommended the need to ease consumers into the idea of community sharing as consumers waste a lot of food as a result of not having anyone to share the food with. Lastly, it formulated recommendations about brand communication to consumers regarding the life span of products as a more meaningful brand practice.
An exploratory study on how meaningful the KFC brand is in the context of food waste management
(The IIE, 2022) Badrinath, Sanam
The purpose of this research project was to explore and understand how meaningful the KFC brand is in the context of food waste management. The research followed a qualitative methodology by making use of in-depth interviews to explore the three core themes of meaningful brands, consumer behaviour and social media. Data collected in this study was analysed using a thematic approach and indicated that although KFC has engaged in sustainable initiatives, the awareness from a consumer point of view is minimal and social media is not being utilised enough currently by KFC to effectively communicate their sustainable efforts. This study concludes that although KFC might be actively involved in sustainable programmes and initiatives, they are not being perceived to be as meaningful of a brand as they could be. There needs to be more visibility from KFC to enhance the sustainable aspect of their brand perception. It is recommended that KFC puts more effort into creating marketing strategies that their audiences are receptive to, so that they can effectively communicate their current sustainable initiatives and promote new ones.
AN EXPLORATION OF FOOD WASTE MANAGEMENT ATTITUDES AND BEHAVIOR: PICK N' PAY FOOD WASTE REDUCTION STUDY
(The IIE, 2022) Zwane, Mthokozisi
Due to its detrimental effects on things like food security, natural resources, and climate change, to mention a few, food waste is still a problem on a global scale. The majority of food waste statistics are based on estimates throughout the whole food supply chain. The retail grocery industry is in a crucial position to influence waste reduction and help South Africa reach its Sustainable Development Goal of halving global food waste by 2030. With Pick n Pay grocery store as a case study, this research aims to explore how food waste is addressed in the retail sector, and in addition to compare how France implements their program to reduce food waste. This study will examine attitudes and behavior in South African households and the retail sector, and also look into the causes of food waste at the household level as well as specific consumer behavior factors. The retail sector is one of the supply chain partners with a data and knowledge gap on the amounts of food waste produced and the main causes, and this proof is needed to design culturally tailored and localized consumer education programs. Additionally, this study will look into how social media usage affects people's choices towards food waste prevention in Pretoria households and retail settings like Pick n Pay. For this research, online survey methods will be used to collect qualitative data, and the evaluation of prior literature on related subjects will also help with data collection. Using search terms like "food waste," "food waste from the retail sector," "food waste from South African retailers," "food waste management," "food waste reduction opportunities," and so on, similar studies will be found that are based on a review of national and international published literature. Based on survey responses, this research discovered that dairy and meat were the food items that were most frequently wasted, followed by produce like vegetables and cooking oil. These findings are consistent with those of other studies. Pick n Pay has suggested sustainable living, charitable giving, and social 4 media awareness as ways to minimize and reduce food waste. These results relate to findings from studies carried out both locally and internationally and are not limited to this study.
Food waste management: The Retail Industry and Consumers’ Contribution in curbing it.
(The IIE, 2022) Coetzee, Jan-Louis
Population increases and global food security issues have prompted a rise in food waste. Even in emerging nations like South Africa, there is an absence of statistics on food wastage. Since South Africa's retail and domestic food waste disposal is a topic of interest, we set out to report our results. The research region includes the metropolitan Pretoria area, which has a population of around 2,74 million, or about 5% of the South African population. A representative sample of the examined communities was gathered by interviewing three participants from previously disadvantaged communities who now reside in urban areas. The retail industry and uninformed customers accounted for the majority of the food waste, and there was particular concern voiced about food loss that could have been used by areas facing food insecurity. The difficulty of educating rural communities about food waste management has been explored and determined to be achievable using social media and other media sources such as radio. The chosen brand, Food Lover's Market, showed to be viable in helping to reduce food insecurity in impacted regions by helping to control food waste and promote themselves as a relevant brand.
An exploratory study on the management of food waste through meaningful brands: A Starke Ayres case study
(The IIE, 2022) Wakeford (nee Louwrens), Melisca
Food waste is a rising global concern and impacts all people and the environment. It is crucial to address the issue of food waste to ensure a sustainable future with enough food to meet the ever-increasing food demand in the world. There are many food waste management techniques in use, but prevention is always better than cure. The F1 hybrid seeds produced by Starke Ayres, are a preventative solution to food waste as these hybrids have better disease resistance, fruit quality, and longer shelf life. However, the consumer does not understand what F1 hybrid seeds are and how it benefits the consumer and the environment. The researcher wanted to explore to what extent the brand can be described as meaningful and healthy and found that even though the brand has a strong purpose and offers products that are considered meaningful, it does not translate to the consumer. The researcher wanted to understand why the miscommunication between the brand and its consumer is happening and identify possible solutions for the brand to be truly meaningful and healthy. This study conforms to the applied research purpose and aims to uncover a practical solution for the Starke Ayres brand. The research was conducted using the interpretivism paradigm with an exploratory nature. The research for this study was conducted through three semi-structured in-depth interviews to gain a thorough and subjective understanding of the consumer’s perceptions and behaviours in relation to food waste and the brand’s solution, F1 hybrid seeds. The data were analysed using a thematic analysis approach to uncover themes and commonalities in the participant’s responses. The findings of this study indicate that the brand lacks effective communication with the consumer. This study assists the brand to implement better communication strategies to educate the consumer and ultimately reduce or prevent food waste at all levels.
Sustainability – The influence of consumers’ buying behaviour and perceptions of wine in South Africa
(The IIE, 2022) Clarksen, Jana
Sustainability is part and forming part of our everyday lives and people are becoming ever more conscious about what is being put into the environment. Main argument: Consumers are becoming more concerned over conventional production practices that have led to an increased demand for products that have been created by processes that take an environmental issue into account, such as sustainable or organic practices within the wine industry. Research Problem: The problem that was addressed was what sustainable and innovative strategies have been implemented to reduce the by-product and finding the ways it was used to create something meaningful with it in the long-term in this industry for maximum shared future value. Data collection methods: Qualitative research through a combination of interviews and case study to gain in-depth insights with secondary research to aid in exploring the study was used for collecting data. Findings and contribution: It was found that consumers are more aware of sustainability in the wine industry and that according to the wine maker as well as the individuals who were interviewed that it does have an influence on the buying behaviour when purchasing wine that is sustainable produced compared to wine that is not.

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