Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/311524 
Year of Publication: 
2022
Citation: 
[Journal:] Journal of Marketing and Consumer Behaviour in Emerging Markets (JMCBEM) [ISSN:] 2449-6634 [Issue:] 1 [Year:] 2022 [Pages:] 4-21
Publisher: 
University of Warsaw, Faculty of Management, Warsaw
Abstract: 
In the ultra-high temperature (UHT) milk category, parent brands introduce line extensions as innovative product designs to address the competitiveness in the market. However, not knowing if consumers will purchase the product results in uncertainty for the product design and marketing team. Using the behavioural reasoning theory, the purpose of this study was to explore South African consumers' reasons for purchasing a UHT line extension that was designed to include the word 'enriched' and other extrinsic line extension attributes comprising product packaging design, country of origin and price. An exploratory-descriptive qualitative study was conducted using six focus groups involving milk consumers from a South African university. Three behavioural approaches (i.e. curiously cautious, unconditional and habitual) emerged, with differentiating characteristics of the behaviour towards the UHT line extension. Each extrinsic product attribute was characterised by specific behavioural acts that positively or negatively influenced the reasons for purchasing the UHT line extension. The behavioural reasoning theory was useful in explaining the linkage between the reasons for or against purchasing a UHT line extension product and the intended behaviour, which contributes to a better understanding of consumers' approaches to a UHT line extension. Findings can assist food designers and marketers in designing a UHT line extension that resonates with consumers.
Subjects: 
UHT milk
line extension
product design
behavioural reasoning theory
extrinsic attributes
purchasing intention
JEL: 
I12
M30
M31
N37
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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