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dc.contributor.advisorBisschoff, C A
dc.contributor.authorSmit, Jacobus Hendrik
dc.descriptionMBA, North-West University, Potchefstroom Campus, 2017en_US
dc.description.abstractBranding among game farming feeds is considered to be a very important and valuable asset for game feed producers in South Africa. Quality feeds and brands lead to a competitive advantage within the game market. In this regard branding is a competitive advantage in the highly competitive feed industry, signifying brand recognition and quality for producers in the marketplace. However, little is known about the customers’ buying patterns and loyalty of game feed farmers and consumers. At present marketing focuses strongly on price as key element of the marketing mix because there are general perceptions that brand loyalty is not a competitive marketing tool in the Feed manufacturing industry. This perception needs to be examined, confirmed or disrepute to ensure that a feed manufacturer survive in a highly competitive industry. The primary objective of this study is to investigate and comprehend the game farmer as customer when buying game feed, and to determine his or her loyalty to a brand. The brand loyalty model by Bisschoff and Moolla was used measuring brand loyalty. The structured questionnaire was adapted for the game industry and employed, to measure the nine constraints of brand loyalty in the model. The nine constraints include Brand relevance, Perceived value, Brand trust, Involvement, Family/culture, Commitment, Repeat purchase, Brand affect and Switching cost/risk aversion. The data of 92 game farmers, including demographic information were collected using the structured questionnaire. Data analysis included inferential statistics, reliability testing and exploratory factor analysis (EFA) to examine the brand loyalty influences. The results indicated that all the brand loyalty influences have been confirmed by the statistical analysis to be valid influences to measure brand loyalty in the game ranching industry. The simplified brand loyalty model by Moolla, can be used when adapted in measuring brand loyalty within the game ranching industry. Trust and commitment can be isolated as the most important loyalty influences in terms of decision-making and loyalty amongst game farmers, and external factors play a small role. The finding of this study is important to the feed producers and their marketing teams, because customer buying behaviour is better understood, hence could provide a feed manufacturer with a competitive advantage in a cut-throat industry. In addition, farmers as customers could also benefit to better understood the concepts of quality and price through brand loyalty whilst academia could employ the results in further researchen_US
dc.publisherNorth-West University (South Africa) , Potchefstroom Campusen_US
dc.subjectBrand loyaltyen_US
dc.subjectWildlife industryen_US
dc.subjectFeed manufacturersen_US
dc.subjectAnimal feeden_US
dc.subjectSupplementary feedsen_US
dc.subjectGame farmingen_US
dc.titleInvestigating brand loyalty of game farmers towards feed manufacturers in the North West Provinceen_US

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  • ETD@PUK [7579]
    This collection contains the original digitized versions of research conducted at the North-West University (Potchefstroom Campus)

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