- Title
- Health promotional levy: a commercial perspective
- Creator
- Ncapayi, Sakhumzi
- Subject
- Public health -- Taxation -- South Africa
- Subject
- Sugar -- Taxation -- South Africa
- Date Issued
- 2021-12
- Date
- 2021-12
- Type
- Master's theses
- Type
- text
- Identifier
- http://hdl.handle.net/10948/54213
- Identifier
- vital:46362
- Description
- The gazetting of the Health Promotion Levy (HPL) and its subsequent implementation had diverse effects and reactions from different stakeholders in South Africa. This study sought to understand the implications of the HPL for the industry by exploring the perceptions of SSB consumers. As such, the purpose of the study was to investigate the impact of the HPL on changing consumer preferences. The study also sought to explore the impact of the HPL on the way that companies have aligned their marketing strategies in line with the HPL to accommodate the response of the market in terms of taste and price sensitivity. An overview of the previous published work globally is analysed critically with the different sugar taxes imposed in other countries with regard to their impact on the various economies . Global discussions on the topic of the sugar tax are shared and conceptualising the sugar tax and sugar as a product. A quantitative research paradigm, also known as a positivistic research paradigm, was considered appropriate for the study that aimed to effectively test and evaluate the conceptual hypotheses and constructs that relate to the HPL. The objective was achieved by conducting an online cross-sectional survey. The survey instrument was a questionnaire that was randomly distributed to 385 SSB consumers in all nine provinces of South Africa using convenience random sampling. The data collected were analysed using the software IBM SPSS Statistics 25. The data reduction technique Exploratory Factor analysis (EFA) was then used to find the factor loadings that best produced correlations between the observed variables. The variables comprised of 5 – point Likert scale that ranged from strongly disagree (1), disagree (2), neutral (3), agree (4) to strongly agree (5). A scree plot was used for factor extraction and confirmed with parallel analysis, and four factors emerged. The factors were extracted using the oblique rotation principal – Promax with 100 iterations for convergence. Consumer perceptions in South Africa are critical to improving the implementation of the HPL and creating a healthier society. Government and management need to lead by example in promoting a healthy lifestyle through marketing activities (product promotions) and in the pricing of products, as obesity is a reality for everyone in the country and needs to be managed.
- Description
- Thesis (MBA) -- Faculty of Business and Economic Sciences, 2021
- Format
- computer
- Format
- online resource
- Format
- Format
- 1 online resource (xiii, 109 pages)
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- rights holder
- Rights
- All Rights Reserved
- Rights
- Open Access
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | Ncapayi, S.pdf | 1 MB | Adobe Acrobat PDF | View Details Download |