WINETECH Technical Yearbook 2020

SUMMARY This article provides background on brand loyalty and presents results from a study that investigated consumers’ purchase behaviour of white wine. South African consumers buy well-known wine brands, but also attach brand value to generic wine varieties. From a consumer perspective, Sauvignon blanc is discussed as a brand within the South African white wine category. To improve the position of Chenin blanc in the South African wine market,

F., Du Preez, R. et al. , 2014. Consumer behaviour global and Southern African perspectives. Cape Town: Pearson. Gluckman, R.L. , 1986. A consumer approach to branded wines. European Journal of Marketing 20(6): 21-35.

recommendations are made within the framework of brand loyalty. ACKNOWLEDGEMENTS DST and Winetech-funded project IWBT W15/01; NRF Scarce Skills Bursary NvdC; THRIP PR_TP190214417702; and IWBT- US. REFERENCES SAWIS, 2017. SA Wine Industry 2017 Statistics 42. [Online]. Available: http:// www. s aw i s . c o . z a / i n f o / down l o ad /

Book_2017_statistics_year_english_final. pdf. [2018, June 26]. Van der Colff, N. , 2019. Exploring consumers’ risk perception during wine retail decision-making: Insights for Chenin blanc. PhD thesis. Stellenbosch: Stellenbosch University. Johansson, J.K. & Carlson, K.A., 2015. Contemporary brand management. Los Angeles: Sage. Schiffman, L., Kanuk, L., Brewer, S., Crous,

For more information, contact Nadia van der Colff at nadia@consumersolutions.co.za.

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