Analysis of the Brand Experiences of Customers at the Johannesburg Neighbourgoods Food Market

Abstract

Food has long been a part of South African culture, and will continue to be so as a member at the majority of events which South African’s attend. The South African food industry as a whole has witnessed numerous changes and trends, currently the trend that is resonating with consumers most is food markets. The Neighbourgoods Market is a food market which was established in Cape Town at the Old Biscuit Mill in 2006, it went on to establish a sister market in Braamfontein, Johannesburg, as part of the refurbishment of Braamfontein. Since its establishment the market has grown in popularity and in its ability to draw crowds of people consistently on a weekend-to-weekend basis (Neigbourgoods, n.d.). This popularity that The Johannesburg Neighbourgoods market has found left the researcher curious as to the factors which contribute to consumers frequenting the market and as to what the experiences of these consumers are with the brand as a whole.