The Influence of Brand Loyalty and Nutrition in Soft Drink Consumption of South African Children

Abstract

Soft drink consumption and child obesity are increasing in South Africa. Parents of primary school children influence their children directly through the choices they make when purchasing products. Parents often purchase a soft drink for the school lunch box, picnics, sporting events, and consumption at home. This study investigates the influence brand loyalty has on parental purchases of soft drinks for children. It also incorporates the nutritional value elements to determine its influence when a parent purchases a soft drink for their primary school children. A convenience sample of 800 parents was drawn; 603 responded. The analysis consisted of the nine brand loyalty influences and six nutritional elements. The results indicated that parents are indeed cognizant of the nutritional value above brand loyalty influences. Parents do consider nutritional value before purchasing a soft drink for their children, and they do consider the sugar content. They, however, do not consider kilojoules before buying the soft drink. Regarding brand loyalty, culture-orientated brand performance did not play a significant role in buying behavior, while parents did value customer satisfaction and brand benefits as important brand loyalty influences.