- Title
- Is craft brewing a threat to the sales of mainstream brands in South Africa
- Creator
- Martin, Carmen Estelle
- Subject
- Sales management -- South Africa
- Subject
- Brand name products -- South Africa Marketing -- South Africa -- Management Brewing -- Economic aspects Beer -- South Africa -- History
- Date Issued
- 2018
- Date
- 2018
- Type
- Thesis
- Type
- Masters
- Type
- MBA
- Identifier
- http://hdl.handle.net/10948/22563
- Identifier
- vital:30006
- Description
- The study aims to answer the question of whether craft brewing is a threat to the sales of mainstream brands in South Africa. This is done through a quantitative multiple case research study into craft breweries within South Africa. The justification of the research resides within the hype around the increase in craft breweries within South Africa. The theoretical framework of the thesis consists of history of beer, the elements of beer, the supply of raw materials to manufacture beer and the definition of craft beer. The comparison is done between the United States Craft beer market and the South African Beer market. The empirical part of the study is divided into six parts. It starts with an explanation of the method of the study, the questionnaire design as well as the data collection methods. Thereafter the topic is further justified, and validity, reliability, limitations and ethical issues will be considered. The results and analysis and findings section there are 212 craft brewers appearing on the Brewers Association membership list, the purposive sampling method meant that the questionnaires were sent out to 192 craft brewers across South Africa. Of the total of 192 questionnaires distributed, only 22 responded to the study, effectively granting us a usable response rate of 11.5%. Due to the closed niche of the alcohol market that craft brewing is competing in, as well as the low participation rate, it was concluded that within South Africa craft brewing though a contender does not impact mainstream brands.
- Format
- 84 leaves
- Format
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Business and Economics Sciences
- Language
- English
- Rights
- Nelson Mandela University
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