A Qualitative Research Evaluation Of Pick n’ Pay Against The Healthy Brand Criteria

Abstract

The aim of this research project through a literature review, interviews and surveys include: (a) Explore through a theoretical model the retail brand as “meaningful” or a brand “with purpose” with respect to food waste. (b) Explore how the retail brand’s meaning and purpose creates awareness and understanding to reduce food waste. (c) Explore the factors that influence consumer decision making in reducing food waste and how is it incorporated in the meaning and purpose of the brand. (d) Explore retail brand management interventions to improve awareness and understanding to reduce food waste. (e) Explore food waste reduction as a personal value and how can this be enhanced through awareness and communication through the meaningful and purposeful brand. A qualitative research method was used with one on one participant interviews. A interpretivism research paradigm was adopted. The Vega meaningful brand criteria was used as the theoretical framework. The following were the key conclusions from the research project: • Pick n’ Pay provided a sufficient level of awareness and understanding towards food waste to contribute to an effective value chain as a retailer. • There were areas of improvement highlighted from participants with recommendations to address a sub optimal brand, lack of communication and an improved sustainable carrier bag option. • Pick n’ Pay provides meaning and purpose in their brand with respect to variety, price, quality and location as part of competitive advantage. • Pick n Pay has a brand that has sustainable relations given their involvement in charities and sustainable events and further add to meaning and purpose.