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Designing to Attract in an Emerging Market: Applying Behavioural Reasoning Theory to South African Consumer Reactions to an Ultra-High Temperature Milk Product Line Extension

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Kempen E., Christie L.

Journal of Marketing and Consumer Behaviour in Emerging Markets

2022

issue 1(14)

4-21

In the ultra-high temperature (UHT) milk category, parent brands introduce line extensions as innovative product designs to address the competitiveness in the market. However, not knowing if consumers will purchase the product results in uncertainty for the product design and marketing team. Using the behavioural reasoning theory, the purpose of this study was to explore South African consumers’ reasons for purchasing a UHT line extension that was designed to include the word ‘enriched’ and other extrinsic line extension attributes comprising product packaging design, country of origin and price. An exploratory-descriptive qualitative study was conducted using six focus groups involving milk consumers from a South African university. Three behavioural approaches (i.e. curiously cautious, unconditional and habitual) emerged, with differentiating characteristics of the behaviour towards the UHT line extension. Each extrinsic product attribute was characterised by specific behavioural acts that positively or negatively infl uenced the reasons for purchasing the UHT line extension. The behavioural reasoning theory was useful in explaining the linkage between the reasons for or against purchasing a UHT line extension product and the intended behaviour, which contributes to a better understanding of consumers’ approaches to a UHT line extension. Findings can assist food designers and marketers in designing a UHT line extension that resonates with consumers.

Female Consumers’ Involvement in Intentional Non-Sustainable and Unintentional Sustainable Apparel Decisions: An Emerging Market Perspective

71%

Kempen E., Tobias-Mamina R., Strydom M., Christie L., Makopo M.

Journal of Marketing and Consumer Behaviour in Emerging Markets

2021

issue 1(16)

1-21

This study is aimed at determining consumers’ sustainable apparel involvement in the purchasing or disposing of apparel in an emerging market context (EMC). Consumers in developed countries show increased interest in sustainable apparel behaviour, contrary to emerging markets such as South Africa, which is indicative of the lowest level of sustainable apparel consumption. An exploratory descriptive qualitative research design was used to determine consumers’ involvement and was facilitated through eleven digitally recorded small focus groups with female apparel shoppers who make use of a custom-made apparel designers. The findings reveal intentional non-sustainable apparel decisions manifest through eco-uninvolved instore purchases and once-off commissioned designer apparel orders. Unintentional sustainable apparel behaviour is characterised by (1) in-store apparel purchases: signifying quality clothing, observed in the material and stitching, resulting in clothing items worn for longer and handed down from generation to generation, sensitivity to the origin of the garment and (2) apparel disposal behaviour such as (a) keeping apparel as cleaning material and repurposing into wearable apparel; (b) permanent disposal through handing down items and (c) temporary disposal through exchanged items. Applying the Elaboration Likelihood Model, it was possible to explain the lack of elaborated involvement in sustainable apparel practices resembling the peripheral route of the model. Unintentional sustainable practices have not been identified in the South African context, indicating the valuable contribution consumers in an emerging market context (EMC) can make if better awareness is created by the government and the retail sector specifically to address intentional non-sustainable purchasing behaviours in future.

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2 Journal of Marketing and Consumer Behaviour in Emerging Markets

2 Christie L.

2 Kempen E.

1 Makopo M.

1 Strydom M.

1 Tobias-Mamina R.

1 2023

1 2022

Search results

Designing to Attract in an Emerging Market: Applying Behavioural Reasoning Theory to South African Consumer Reactions to an Ultra-High Temperature Milk Product Line Extension

Female Consumers’ Involvement in Intentional Non-Sustainable and Unintentional Sustainable Apparel Decisions: An Emerging Market Perspective