The predictors of consumer purchase intention of imported wines among generation Y consumers in South Africa

• Main Author: Ndlela, Thubelihle Namaswazi
• Format: Others
• Language: en
• Published: 2019
• Subjects: Brand choice > South Africa; Brand name products > South Africa; Generation Y > South Africa
• Online Access: Ndlela, Thubelihle Namaswazi, (2017) The predictors of consumer purchase intention of imported wines among "Generation Y"consumers in South Africa, University of the Witwatersrand, Johannesburg, https://hdl.handle.net/10539/27030; https://hdl.handle.net/10539/27030

Submitted in full fulfilment of the requirements for the degree of Doctor Of Philosophy (Marketing), 2017 === There is general global acknowledgement that the consumption of wine brands is on the increase. Several studies on the antecedents of purchase intention of imported wine have been conducted, particularly in western countries. A case in point is a recent surge in the purchase of both local and international wine brands in South Africa. However, it is not yet clear what has motivated the purchase intentions of international wine brands in South Africa – hence this study. Informed by the identified research gap and a dearth of literature that has investigated this subject matter – especially in developing countries such as South Africa, the current study sought to examine the predictors of imported wine purchase intention by South Africans. In particular, the study investigates the influence of brand tribalism, brand love, brand credibility and brand preference as predictors of purchase intention. Hence, it is of particular interest to investigate the factors that influence consumers’ purchase intention of imported wine brands, particularly among Generation Y consumers in South Africa. In order to achieve the study’s objectives, eight hypotheses were postulated – informed by the proposed conceptual model. The predictor variable was brand tribalism, while brand love, brand credibility, brand preference acted as mediating variables, and purchase intention as the outcome variable. In order to test the proposed hypotheses, the study used a sample size of 321 respondents between the ages of 18 and 38, and the online questionnaire was administered using Qualtrics software. The data was analysed using SPSS for descriptive statistics and AMOS 24 for the Structural equation modelling approach. The results indicate that three of the hypotheses were supported and significant. More specifically, brand tribalism has a positive significant relationship with brand love and brand preference, while brand credibility has a positive significant relationship with purchase intention. The findings of the present study have significant contributions to theory, context and practice. Firstly, it adds new literature to the existing body of knowledge, particularly on international wine marketing, consumer behaviour and Generation Y. Secondly, it provides more insights on the application of theories such as social identity, consumer culture theory in the context of the wine industry. Finally, the study has practical implications for international wine firms and marketing practitioners. International wine marketing managers can draw insights into the predictors of consumer purchase intention of imported wine brands amongst Generation Y consumers – and subsequently develop strategies that appeal to Generation Y consumers in South Africa === XL2019