Qualitative research on customer cigarette brand loyalty during and post-lockdown, due to the ban on tobacco sales.

Abstract

This research study is based on the Covid-19 lockdown tobacco sales ban. The tobacco ban stemmed from the South African government implementing laws to protect and refrain the population from the virus. However, the lockdown and particularly the tobacco ban had drastic economic effects. The aim of this study is to explore and gain a deeper understanding of consumer brand loyalty due to the ban. Brand loyalty can be described as the preference a consumer has for one brand over most others, regardless of price, quality or market factors. A qualitative research study was conducted of seven participants to gain insights and understanding into their experiences during the tobacco sales ban. The findings of this study concluded that customers stayed brand loyal to cigarettes to a large extent. However, the consumer behaviours, perception and accessibility were all relative to the individuals. Previous studies conducted on this topic have all been quantitative and used a much larger sample size. However, this study can benefit as it focuses on personal experiences and attitudes individuals have. The implication of this study is qualitative methodology uses interpretivism and therefore, many realities are all prevalent and valid. Therefore, more qualitative studies can take place in the future to gain deeper insights and understandings into the tobacco sales ban and its effects.