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Consumer Perceptions of Critical Success Factors for Small Local Consumer Brands

Author

Listed:
  • Dobbelstein Thomas

    (Duale Hochschule Baden Wurttemberg, Germany and Durban University of Technology, South Africa)

  • Mason Roger B.

    (Durban University of Technology,South Africa)

  • Kamwendo Andrew

    (Durban University of Technology,South Africa)

Abstract

Local or regional fast-moving consumer (FMCG) brands sold mostly in delimited geographic areas are a growing trend. This study aims to understand consumer attitudes towards such products and to identify factors critical to their success. The paper is a comparative study between developed (Germany) and emerging (South Africa) nations to identify differences between the preference criteria for FMCG. The methodology involved an online cross section survey in the two countries. Respondents from both countries preferred local brands and believe they are better quality and more supportive of, and connected to, local communities. South Africans feel this more strongly, show greater commitment, and are prepared to pay more than Germans. ‘Beliefs’ regarding quality, value for money, and trust in local brands are critical.

Suggested Citation

  • Dobbelstein Thomas & Mason Roger B. & Kamwendo Andrew, 2020. "Consumer Perceptions of Critical Success Factors for Small Local Consumer Brands," Studia Universitatis Babeș-Bolyai Oeconomica, Sciendo, vol. 65(2), pages 65-89, August.
    • Handle: RePEc:vrs:subboe:v:65:y:2020:i:2:p:65-89:n:5
    DOI: 10.2478/subboec-2020-0010
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    References listed on IDEAS

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    More about this item

    Keywords

    emerging country; developed country; entrepreneurship; belief; commitment; image;
    All these keywords.

    JEL classification:

    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship

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