Brand loyalty in the sports drinks market

M.Comm.This study focusses on the South African sports sector. This sector, despite being relatively small, continues to grow due to growing consumer health consciousness. Health and energy are the biggest trends which drives this sector. It is a competitive market where companies use aggressive advertising to gain market share, and growth is driven partially by the augmented health consciousness of South African consumers including consumption by athletes during exercise. World Soccer Cup to be held in South Africa in 2010 may be prompting many South African food and beverage companies to be watching the sports world trends. In 2006, the South African sports drinks market estimated at R853.8 million grew by 7.7% to a volume of approximately 78.7 million liters. This sector offers a cost saving benefit in terms of Rand per liter compared to ready-to-drink products. Sports drinks will continue to increase, due to consumption by many athletes during exercise. The following study concerns the extent of brand loyalty amongst university students attending campus gyms in the Gauteng province, specifically at the University of Johannesburg, Kingsway campus (APC), University of Pretoria and Monash University. More specifically, it focuses on aspects that play a significant role in consumers decision making process, and factors that are considered when sports drinks are being purchased. A total of 196 interviews have been conducted, 18 were not fit for analysis therefore 178 were fit for response rate 178/196=90.8%. These questionnaires were designed to specifically measure the extent of brand loyalty amongst university students. A number of factors were identified as the main influencers and deterrents of sports drink purchase. Nutritional information on the packaging label and functional benefits were perceived to be of the utmost importance in the purchasing decision. Due to the fact that this study was implemented within the three stated universities in the Gauteng province, it is important to note that the findings of this study cannot be generalised, thus providing an opportunity for future comparative research