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The Energy Drink Market in South Africa
Competitive Structure and Consumer Insights
- Editore:
VDM Verlag
- EAN:
9783639162363
- ISBN:
3639162366
- Pagine:
- 104
- Formato:
- Paperback
- Lingua:
- Tedesco
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Descrizione The Energy Drink Market in South Africa
This work analyses the competitive structure of the Energy Drinks Market in South Africa by means of the Porter (1980) Five Forces Framework and focuses on consumer insights gained from in-depth expert interviews, a focus group and a quantitative research survey, based on a quota sample of 200 South Africans. During the last decade Energy Drinks have been enthusiastically embraced by the sport- and party-loving South African nation. The South African Energy Drinks Market attracts foreign companies to enter the market, but most of the new product launches flop due to limited budgets and inconsistent marketing approaches.
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