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This study aims to cluster psychographic activities, interests and opinions of alcohol quitters in behaviour change maintenance mode to form segmentation bases for social policy and alcohol policy formulation that sustain the behaviour change.

A two-step cluster analysis was used to segment a cross-sectional sample of n = 501 former alcohol consumers based on their activity interest and opinion (AIO) framework through a multiple-response survey design.

Five clusters were found across five AIO themes of “people socialised with”, “relationship interest”, “ingredients of a good relationship”, “party activities” and “outing dressing”. The clusters were honesty-based relationship seekers, spiritual- and intellectual-based relationship seekers, attention seekers in a healthy relationship, self-conscious seeking a healthy relationship, and sincere, spiritual and intellectual-based relationship seekers.

The findings present an opportunity for social policy design that encourages alcohol-free social space creation, strong family ties, community and spiritual growth and incentives for long-term relationships as means of sustaining alcohol quitters’ behaviour. Equally, alcohol policies that match the themes of the clusters can be designed to aid sobriety sustenance.

This study advances knowledge of behaviour change maintenance and provides lifestyle segments of alcohol quitters as bases for further social and alcohol policy design to sustain gains in behaviour change.

This paper aims to estimate the effects of three socialization agents in the form of advertising exposure, parental influence and peer influence and effects of personal attitude on youth alcohol consumption behaviour in South Africa.

A structural equation model was used to test the proposed conceptual model of four hypotheses based on the validated survey data gathered from 300 youth in Johannesburg, South Africa.

Empirical results show that advertising, parental influence, peer influence and personal attitude has positive effects on youth alcohol consumption behaviour, with advertising and personal attitude exhibiting statistical significance on alcohol consumption behaviour.

The study involves only youthful demographic in the age range of 18–35 and hence suffers from generalizability. The cross-sectional design also limits the findings with respect to time.

It provides policymakers insights into important factors to focus on changing drinking behaviour in South Africa.

It also improves the understanding of how consumer socialization agents and personal attitudes affect alcohol consumption of young people in South Africa and help deal with the problem through policy changes and social marketing interventions.

To the best of the authors’ knowledge, this study is the first to estimate three socialization agents and personal attitude of youth in alcohol consumption behaviour in an emerging market context.

This study aims to investigate the relationship between brand positioning and business performance, as well as the mediation effect of brand equity between them within the context of Ghana’s alcoholic beverages industry.

A sample of 196 staff across four alcoholic beverage firms in Accra, Ghana was selected using a judgemental sampling technique. A structural equation modelling approach using partial least squares was used to conduct the analyses to answer the research hypotheses.

All the hypotheses were confirmed in line with extant literature. Specifically, the study found a positive relationship between brand positioning and business performance. The study also found that brand equity partially mediates the relationship between brand positioning and business performance.

The study serves as a useful guide to strategy and policy formulation in branding in general and specifically on how brand positioning can be effectively deployed as a key strategy to enhance business performance.

The study has practical implications not only for the marketing and sale of alcoholic beverages in Ghana to achieve financial performance but also for lasting competitive advantage.

Amongst other things, at the end of this case discussion, the student should be able to: diagnose situational factors that contribute to a brand’s positioning; explore important issues in implementing brand positioning strategies; use relevant models for understanding a firm’s internal and external environments to inform strategic decisions about customers and competition; demonstrate an understanding of target audience; identify the unique attributes of the competition to inform a firm’s positioning and competitive strategy.

Kaya FM derives its name from the isiZulu word “ikhaya”, which means “home”. The name reflects the mission of the radio station to provide a home for black South Africans who were denied many opportunities during the apartheid era in South Africa. Kaya FM has been broadcasting since 1997, following the deregulation of the media landscape in South Africa. However, by 2018, the radio landscape has become very challenging. Mainstream advertisers still do not consider Kaya FM as a preferred channel to reach their target audience. Overall, radio listenership is dwindling and advertising sales growth is not encouraging. Greg Maloka, Kaya FM’s station manager is considering how to preserve the station’s unique positioning as it competes with both more dominant stations and new entrants so that Kaya FM can truly be a home for Afropolitans for many years to come.

Honour’s and master’s level, as well as executive education delegates.

Teaching Notes are available for educators only.

CSS 8: Marketing.

A growing number of studies have concluded that South Africa has one of the highest cases of HIV infections in the world. With the epidemic continuing to evolve at an alarming rate, the government of South Africa has regarded the HIV/AIDS epidemic as a developmental and socio‐economic policy issue. This study explores the impact of HIV/AIDS on food demand in South Africa. Food demand functions were estimated using time‐series data for the period 1970 to 2000.Simulation analyses were undertaken to examine “with AIDS” and “without AIDS” scenarios. Unlike previous empirical findings, which dwell on the major negative impact of HIV/AIDS on food demand patterns in South Africa, this study foreshadows a more mixed outcome of both negative and positive impacts on the demand patterns for specific food types in South Africa as consequences of the HIV/AIDS epidemic and recommends policy changes.

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Differentiation of offerings is a proven approach to help businesses to survive and prosper within a highly competitive market. Firms become better equipped to achieve these goals through building brand equity and appropriate brand positioning to highlight its unique qualities and ability to meet the needs of targeted consumers.

The briefing saves busy executives and researchers’ hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.