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were financially secured. The profile is also useful in that high earners are minimally effected by economic fluctuations, could access a wide variety of consumer brands and are not usually price sensitive (Kim, Ko & Yang, 2005: 295).
2% 9% 5% 6% 7% 6% 5% 4% 23% FIGURE 4: INDUSTRY OF EMPLOYMENT
The respondents (as shown in Figure 4) emanated from a wide variety of economic industries. This was useful in that it demonstrated representation from the professional, skilled and semi-skilled workforce, all of whom display dissimilar buying behavioural patterns towards consumer goods and brands. It also takes into account the research results of Evanschitzky and Wunderlich (2006: 341) in that occupation is positively related to the antecedents of product choice.
1% 3% 15% 1%
4% 3%
2% 18% 11% 19% 3%
Arts & Crafts Banking
Construction Professional Tourism Education Fashion Financial Property Sales
GP KZN EC WC NC NW LP MP FS
53%
GP – Gauteng Province NC – Northern Cape KZN – Kwa Zulu Natal EC – Eastern Cape MP- Mapumalang
FS – Free State
WC – Western Cape NW – North West
LP – Limpopo Province FIGURE 5: GEOGRAPHIC DISTRIBUTION OF RESPONDENTS
Figure 5 indicates good geographic coverage for this research study considering consumers in all nine provinces of South Africa. This consideration added value to the study in that it took into account cultural and cross cultural differences as far as buying behaviour is concerned bearing in mind the diverse cultures that exist in South Africa. Lam (2007: 16) confirms that culture has a direct bearing on brand loyalty and the need to consider cultural differences across various regions is an important consideration for a holistic portrayal of brand loyalty.
A COMPARATIVE ANALYSIS OF BRAND LOYALTY OF COMMON HOUSEHOLD PRODUCTS 397