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The Influence of Brand Loyalty and Nutrition in Soft Drink Consumption of South African Children

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Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces (AMSAC 2018)

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Abstract

Soft drink consumption and child obesity are increasing in South Africa. Parents of primary school children influence their children directly through the choices they make when purchasing products. Parents often purchase a soft drink for the school lunch box, picnics, sporting events, and consumption at home. This study investigates the influence brand loyalty has on parental purchases of soft drinks for children. It also incorporates the nutritional value elements to determine its influence when a parent purchases a soft drink for their primary school children. A convenience sample of 800 parents was drawn; 603 responded. The analysis consisted of the nine brand loyalty influences and six nutritional elements. The results indicated that parents are indeed cognizant of the nutritional value above brand loyalty influences. Parents do consider nutritional value before purchasing a soft drink for their children, and they do consider the sugar content. They, however, do not consider kilojoules before buying the soft drink. Regarding brand loyalty, culture-orientated brand performance did not play a significant role in buying behavior, while parents did value customer satisfaction and brand benefits as important brand loyalty influences.

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Notes

  1. 1.

    The ZAR traded at 11,84 to the US$ on 28 February 2018

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Author information

Authors and Affiliations

  1. North-West University, Potchefstroom, South Africa

    Christo A. Bisschoff & Christo J. Bester

Authors
  1. Christo A. Bisschoff
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  2. Christo J. Bester
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Corresponding author

Correspondence to Christo A. Bisschoff .

Editor information

Editors and Affiliations

  1. Rohrer College of Business, Rowan University, Glassboro, NJ, USA

    Nina Krey

  2. IÉSEG School of Management (LEM-CNRS), Lille, France

    Patricia Rossi

Appendices

Appendix 1: Brand Loyalty and Nutritional Value Research Model

figure a

Appendix 2: Terminology

Body mass index

Body mass index uses weight and length as a formula to calculate your score, which could be used to determine how healthy your current weight is for your body

Soft drinks

A soft drink typically refers to a drink that contains carbonated water, sugar, sweeteners, colorants and flavorants

Nutritional value

Nutritional value in this content means the value, quantity, and range of sugar, calories, flavorants, colorants, fats, vitamins, and minerals that are found in a specific soft drink

Impulse soft drink products

Soft drinks found at till points; this creates an unplanned purchase hence the name impulse products

Immediate consumption

Immediate consumption refers to soft drinks that are planned for consumption directly after the purchase, the product pack would usually be >1 L and be consumed cold

Future consumption

Future consumption is purchased with the intention to be consumed at a later stage and would usually be shared, and the pack would be <1 L

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Bisschoff, C.A., Bester, C.J. (2018). The Influence of Brand Loyalty and Nutrition in Soft Drink Consumption of South African Children. In: Krey, N., Rossi, P. (eds) Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces. AMSAC 2018. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-99181-8_87

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