Interbrand switching behaviour among Cape Town consumers: A field experiment

Abstract

This thesis investigates the consumer switching behaviour that takes place from national brands to private labels in the South African retail sector, particularly traditional supermarkets. It focuses on the influence of pricing, demographics and systemic or otherwise macroenvironmental factors such as unemployment or inflation that may play a role. The study developed a multi-theoretical framework by integrating three conceptual frameworks, namely the push-pull-mooring (PPM) model, theory of planned behaviour (TPB), and general systems theory (GST) to better understand the antecedents of switching behaviour. Through a combination of field experiments and qualitative semi-structured interviews, the study identified numerous triggers for switching behaviour. The research indicates that although product familiarity and brand loyalty are important, price consideration, particularly in economically strained environments, offer greater explanatory power for consumers’ decisions to switch brands. Habitualisation, the positive repeated purchase of private labels leading to long-term loyalty, is explored. The study provides insights into how retailers can optimise their private label strategies to continue to position themselves competitively in the market. Additionally, the study explores how habitual switching driven by economic factors, socio-economic influences and consumer attitudes, may contribute to long-term loyalty towards private labels. The shift could also have an influence on reshaping the dynamics of South Africa’s retail sector by altering the competitive landscape. The study highlights the importance of adapting retail strategies to consumer preferences shaped by economic pressures and intrinsic factors. The study also provides a foundation for future research to explore the model’s applicability in broader retail contexts, including e-commerce and other sectors, including a quantitative research design.