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The STUDIA UNIVERSITATIS BABEŞ-BOLYAI issue article summary The summary of the selected article appears at the bottom of the page. In order to get back to the contents of the issue this article belongs to you have to access the link from the title. In order to see all the articles of the archive which have as author/co-author one of the authors mentioned below, you have to access the link from the author's name. |
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STUDIA OECONOMICA - Issue no. 2 / 2020 | |||||||
Article: |
CONSUMER PERCEPTIONS OF CRITICAL SUCCESS FACTORS FOR SMALL LOCAL CONSUMER BRANDS. Authors: THOMAS DOBBELSTEIN, ROGER B. MASON, ANDREW KAMWENDO. |
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Abstract: DOI: 10.2478/subboec-2020-0010 Published Online: 2020-08-26 Published Print: 2020-08-26 pp. 65-89 VIEW PDF FULL PDF 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. Key words: emerging country; developed country; entrepreneurship; belief; commitment; image. |
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