Haydam N., Edu T., Negricea I.C., Ionescu A.
Marketing, Cape Peninsula University of Technology Cape Town, Tennant Street, Cape Town, South Africa; Management-Marketing, Romanian-American University, Bdul Expozitiei IB, sector 1, Bucharest, Romania; Commerce, Economic Integration and Business Administration, Romanian-American University, Bdul Expozitie IB, sector 1, Bucharest, Romania
Haydam, N., Marketing, Cape Peninsula University of Technology Cape Town, Tennant Street, Cape Town, South Africa; Edu, T., Management-Marketing, Romanian-American University, Bdul Expozitiei IB, sector 1, Bucharest, Romania; Negricea, I.C., Management-Marketing, Romanian-American University, Bdul Expozitiei IB, sector 1, Bucharest, Romania; Ionescu, A., Commerce, Economic Integration and Business Administration, Romanian-American University, Bdul Expozitie IB, sector 1, Bucharest, Romania
The purpose of the paper is to demonstrate the relationship between the consumer behaviour mutations recorded in the last 18 years in South Africa and the food and non-alcoholic beverage retail development in this country. The authors pursued a comprehensive desk research about the South African retail development, consumption behaviour mutations and cool drink consumption. A direct research was executed among 100 young Black educated South Africans to determine the consumer behaviour dimensions for cool drinks and correlations with demographic and offer-related variables. The findings show that the variables under study are interconnected, influencing each other, rendering a better informed and educated individual. The practical implications of the study reside in the fact that consumption patterns, economic and social changes and influences are of interest to the scientific world, the South African Government, NGOs, domestic and foreign businesses; these findings bear valuable information for the assessment of local and international opportunities. © Vilnius University, 2002-2015. © Brno University of Technology, 2002-2015. © University of Latvia, 2002-2015.