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Psychographic consumer behaviour and its impact on promotional strategies : a study of the rooibos tea market
Author(s)
Van Zyl, Liezel Carmen
Date Issued
2021
Type
Thesis
Publisher
Cape Peninsula University of Technology
Abstract
Existing research has shown that black tea still dominates the consumer market against the
steady market growth and demand for rooibos tea. This tea is known for its abundant blend
of antioxidants that can help a consumer to live a longer and healthier life. Also, it is
important to consume a sufficient amount of tea to fully gain its attributed health and wellness
lifestyle benefits. Psychographic segmentation is widely used in market segmentation and
provides marketers with comprehensive understanding of lifestyle patterns, personality traits,
product attributes of and product benefits for current and prospective consumers.
The purpose of the study was to describe and understand the theoretical application of the
interlinked relationship between opinion variables, interest variables, and activity variables,
which form part of consumer decision-making internal and external influencing variables
model. An explanatory research design was employed to explain the correlation between the
variables. The study was conducted at a rooibos tea company in Gauteng province targeting
a purposive sample using an online questionnaire. The respondents were consultants who
buy, sell and consume rooibos teas by the company.
The results show that there is a correlation between opinion variables, interest variables and
activity variables, and thus, explain a non-linear, interlinked relationship between
psychographic variables and consumer decision-making internal (psychological) and external
(social and cultural) influencing variables. Also, influencing internal variables affects more
strongly the cognitive processes of respondents’ consumer decision-making than external
variables do. The results have also show that respondents prefer rooibos herbal tea (tisane)
than rooibos green tea, and respondents are more influenced by non-product related
attributes (interest variables) than product related attributes (opinion variables). The stimulusresponse
relationship of promotional strategies was captured in four past rooibos tea
advertisements. Word clouds identified similar patterns of words that were connected to
activity variables (product benefits). Results indicated that consumers preferred through-theline
communication, followed by above-the-line communication, and then below-the-line
communication.
The recommended future promotional strategies to improve the communication channel of
psychographic consumer behaviour are integrated through-the-line and below-the-line
promotions of each rooibos tea segment with follow-up aftersales questionnaire to ensure the
continuous improvement of the product.
steady market growth and demand for rooibos tea. This tea is known for its abundant blend
of antioxidants that can help a consumer to live a longer and healthier life. Also, it is
important to consume a sufficient amount of tea to fully gain its attributed health and wellness
lifestyle benefits. Psychographic segmentation is widely used in market segmentation and
provides marketers with comprehensive understanding of lifestyle patterns, personality traits,
product attributes of and product benefits for current and prospective consumers.
The purpose of the study was to describe and understand the theoretical application of the
interlinked relationship between opinion variables, interest variables, and activity variables,
which form part of consumer decision-making internal and external influencing variables
model. An explanatory research design was employed to explain the correlation between the
variables. The study was conducted at a rooibos tea company in Gauteng province targeting
a purposive sample using an online questionnaire. The respondents were consultants who
buy, sell and consume rooibos teas by the company.
The results show that there is a correlation between opinion variables, interest variables and
activity variables, and thus, explain a non-linear, interlinked relationship between
psychographic variables and consumer decision-making internal (psychological) and external
(social and cultural) influencing variables. Also, influencing internal variables affects more
strongly the cognitive processes of respondents’ consumer decision-making than external
variables do. The results have also show that respondents prefer rooibos herbal tea (tisane)
than rooibos green tea, and respondents are more influenced by non-product related
attributes (interest variables) than product related attributes (opinion variables). The stimulusresponse
relationship of promotional strategies was captured in four past rooibos tea
advertisements. Word clouds identified similar patterns of words that were connected to
activity variables (product benefits). Results indicated that consumers preferred through-theline
communication, followed by above-the-line communication, and then below-the-line
communication.
The recommended future promotional strategies to improve the communication channel of
psychographic consumer behaviour are integrated through-the-line and below-the-line
promotions of each rooibos tea segment with follow-up aftersales questionnaire to ensure the
continuous improvement of the product.
Additional information
Thesis (Master of Marketing)--Cape Peninsula University of Technology, 2021
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