Browsing by Author "Ndlovu, Sbonelo Gift"

Now showing 1 - 2 of 2
  • Thumbnail Image
    Item
    An investigation into marketing activities role on the purchase of private label brands: A systematic review of trends in literature
    (Business & Social Science, 2022-02-06) Ndlovu, Sbonelo Gift; Heeralal, Shalen
    The upsurge of private label brands has allowed retailers to expand their product offerings. However, these brands have been met with varying perceptions among consumers across the world. Therefore, this study investigated the role that marketing might have on the purchase intentions of customers opting to/not to purchase private label brands. The marketing instruments in question for this study were advertising, pricing, and price promotion, and their effect on customers’ purchase intention for private label brands. An integrative systematic review methodology in searching, screening, selecting, including, and excluding research articles; search strings were also formulated in searching for articles was followed. In this paper, a synthesis of the literature was undertaken, and future research direction was provided, giving future research and retailers three propositions to understand the effect of pricing, price promotions, and advertising in the purchase of private label brands.
  • Thumbnail Image
    Item
    The perceptions of customers and grocery retail managers towards private label brands in the grocery retail sector within the eThekwini municipality
    (University of Zululand, 2021) Ndlovu, Sbonelo Gift
    The introduction of private label brands brought various opportunities and challenges for grocery retailers, however, over the years, these private label brands have often been greeted with mixed perceptions from customers; accompanied by certain skepticisms. This study aimed at identifying the current perceptions of customers and retail managers towards private label brands, with a specific focus on the eThekwini municipality. As a method of investigation, the convergent parallel mixed research methodology was employed, using both quantitative and qualitative research methods. Approximately 389 customers were systematically selected as a source of data. Meanwhile for the qualitative aspect, grocery retail managers were selected as a unit of analysis. SPSS version 25 was used to analyze quantitative data and content analysis for qualitative data. The findings suggest that customers are aware of private label brands and their existence in the South African grocery retail sector. They repeatedly purchase these brands though unable to trust them. Customers are still skeptical about the quality of private label brands when compared with manufacturer brands. The findings of this study suggest that South African grocery retailers need to pay attention to communicating with their customers regarding the private label brands that they offer. Also, they need to produce customer-centric private label products that will be better received and accepted by consumers.