Psychographic consumer behaviour and its impact on promotional strategies : a study of the Rooibos tea market.

Ethical Clearance : 2018FBREC560

The purpose of the study was to describe and understand the theoretical application of the interlinked relationship between opinion variables, interest variables, and activity variables, which form part of consumer decision-making internal and external influencing variables model. An explanatory research design was employed to explain the correlation between the variables. The study was conducted at a rooibos tea company in Gauteng province targeting a purposive sample using an online questionnaire. The respondents were consultants who buy, sell and consume rooibos teas by the company.