Insight into the influence of the internet on the buying behaviour of new car customers during their decision-making process
- Authors: Dlamini, Andile
- Date: 2020
- Subjects: Consumer behavior -- South Africa , Decision making Electronic commerce
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/50502 , vital:42205
- Description: The study investigates the influence of the internet on the buying behaviour of new cars customers during their decision-making process. The advent of the internet has transformed the manner customers search for information to support their purchase decision making process. The traditional purchase process for new cars has been impacted by the growth of the internet and other related digital technologies like mobile phones particularly smartphones. The ease of access to the internet has empowered consumers by promoting market transparency which has allowed customers to have influence on products and prices. Online shopping experience has conditioned consumer buying behaviour as they now research, select and buy new cars differently. The frequency of the dealership visits has significantly decreased as most of the time is spent online. As the result, the role of a salesperson in the new car buying decision process is becoming redundant and, in most instances, reduced to transactional dealmaker. The study explores how the phenomenon of the internet has radically changed the consumer buying behaviour and how this poses a threat to the future of the dealerships in their current form of brick and mortar as well as the role of a salesperson in the car buying process.
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- Date Issued: 2020
The impact of the Dieselgate vehicle emmissions scandal on customer equity in the South African automotive industry
- Authors: Pillay, Sylvester Deenan
- Date: 2020
- Subjects: Automobile industry and trade -- Germany , Automobile industry and trade -- Law and legislation -- Germany , Automobile industry and trade -- South Africa , Automobiles -- Motors -- Exhaust gas , Brand choice -- South Africa , Customer preferences -- South Africa , Consumer satisfaction -- South Africa , Brand loyalty -- South Africa , Consumer behavior -- South Africa , Dieselgate
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/149304 , vital:38823
- Description: Prominent German automotive manufacturers had been tampering with emissions for some time before it became public knowledge in September 2015. It is then that that the term ‘Dieselgate’ was coined in reference to the scandal. As the scandal became public knowledge, manufacturers accused of emissions cheating faced challenges on several fronts, including legal, financial and environmental. While the ‘backlash’ as a result of the scandal was apparent in other countries, it was not as apparent in South Africa. This research paper set out to explore the impact that the Dieselgate scandal had in South Africa in terms of customer equity. Data analysis was undertaken using a two-pronged approach. The first of these was analysis of vehicle sales data using a paired t-test. This was to understand whether sales had seen a decline pre-, as well as post-scandal. The results point to a sales decline, this highlights that Dieselgate was a factor even though other, unexamined factors, were not investigated. The second instrument used was a customer equity questionnaire, this provided insight into the real opinions of consumers in South Africa about the affected brands. The analysis revealed that the affected manufacturers operating in South Africa had seen no negative effects in terms of customer equity. Based on the results, it could be said that market factors, which was not part of the research, play a great role in consumers’ preferences or mindsets. Additionally, manufacturers can operate with a degree of latitude in certain markets. This is based on market factors in a specific market as well as the regulations imposed and enforced in that market. Lastly, customer equity is a complex theory that includes a multitude of converging theories. Based on this fact, it is currently difficult to evaluate customer equity in its entirety in a single paper. A comprehensive model is yet to be developed that can effectively measure customer equity in an all-encompassing way.
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- Date Issued: 2020
Factors that influence consumers’ buying behaviour for particular vehicle brands
- Authors: Bosman, Brendan
- Date: 2019
- Subjects: Consumer behavior -- South Africa , Consumer profiling Advertising -- South Africa , Purchasing -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/37742 , vital:34233
- Description: The motor industry is a critical component of South Africa’s economy. It is also an industry that has become intensely competitive with a large variety of vehicle brands on offer for buyers to choose from. Given the competitive nature of this environment, Original Equipment Manufacturers (OEM’s) are constantly under pressure and have to consistently review and develop new strategies to keep their brands relevant in the market. The purpose of the study was to gain insight into customer preferences and specifically vehicle purchasing behaviour, and to establish if brand factors and personal factors influence consumer buying behaviour for particular vehicle brands. An empirical investigation was embarked on using a self-administered questionnaire with a seven-point Likert scale. Convenience sampling was used and resulted in the return of 215 usable questionnaires. The reliability of the measuring instrument was confirmed via acceptable Cronbach’s alpha coefficients. Descriptive statistics were used to analyse the data collected. The main findings indicate that numerous factors influence buyers’ behaviour when purchasing a vehicle. However, Quality, Safety and Price had the biggest influence on the buyer’s decision making when choosing a particular vehicle brand. Based on the findings, recommendations are made to dealers and OEM’s. These recommendations are practical and also linked to previous research as presented in the literature. Dealerships and OEMs should therefore take cognizance of these results and improve on these factors to influence vehicle buying behaviour. These factors should also be used as strong marketing components when advertising and selling vehicles. The value for money provided by vehicles should be emphasised. The link between Quality, Safety, and Price should therefore be accentuated.
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- Date Issued: 2019
The effect of age and culture on brand loyalty in the South African motor industry
- Authors: Hempel, Martin Johan
- Date: 2019
- Subjects: Brand loyalty -- South Africa , Automobile industry and trade -- South Africa , Consumer satisfaction -- South Africa , Consumer behavior -- South Africa , Older consumers -- South Africa , Consumers -- South Africa -- Cross-cultural studies
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/96859 , vital:31339
- Description: It has become imperative for companies in the motor industry to study and understand the notion of brand loyalty due to the many inherent advantages that it offers. Although existing literature provides extensive information on brand loyalty, the concept of brand loyalty is not constant across all industries. Factors such as age and culture also alter the effects of brand loyalty and the degree of brand loyalty generated within a consumer. Taking these variables into account, this study sets out to establish if age and culture have an effect on brand loyalty in the South African motor industry. The method in which motor companies emit marketing signals are also explored to establish if the emitted marketing signals are able to assist in the generation of brand loyalty. A South African real estate agent group agreed to participate in the research and became the sample population for the study. 190 successfully completed questionnaires were obtained in the data collection process and data with a Cronbach Alpha Coefficient (α) of 0.7662 proved that the data had satisfactory reliability. The data was processed and analysed in the statistical analysis program Stata. The study discovered that marketing signals don't assist in the generation of brand loyalty in the South African motor industry. It is suggested that it is more plausible that marketing signals can assist to maintain brand loyalty, rather than to generate brand loyalty. The study also discovered that culture does not have an effect on brand loyalty in the South African motor industry. However, after considering that the cultural distribution of the sample was significantly skewed, the sample is regarded as an unreliable test of the effect of culture on brand loyalty. The study also discovered that age doesn't have an effect brand loyalty in the South African motor industry. The researcher noted that the previously cognitively strenuous process of obtaining information has become more simplified by the internet and could potentially have reduced the generating of brand loyalty among older consumers. A final test was conducted to ascertain if relationships exist between the four stages of loyalty. The study suggested that all four loyalty stages are connected which confirms that brand loyalty is generated by both attitudinal and behavioural dimensions.
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- Date Issued: 2019
Exlporing deviant consumer behaviour in grocery retailers in the Nelson Mandela Bay municipality
- Authors: Shauza, Babalwa Millennium
- Date: 2014
- Subjects: Consumer behavior -- South Africa , Consumers -- South Africa -- Port Elizabeth , Food -- Quality -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/8747 , vital:26426
- Description: Grocery retailers are faced with many challenges. Among them are competition, employee theft and deviant consumer behaviour (DCB). Deviant consumer behaviour violates generally accepted norms of consumer behaviour in retail settings. There has been a lot of research conducted on DCB and different terms and phases have been used to describe the behaviour, ie “dysfunctional customer behaviour”, (Daunt and Harris, 2012), “aberrant consumer behaviour” (Fullerton and Punj, 1993) and “consumer misbehaviour” (Fullerton and Punj, 1997). However, the research conducted on how the behaviour affects retailers, particularly grocery retailers has been limited. The primary objective of this study was to examine how DCB affects grocery retailers in Nelson Mandela Bay Municipality. More specifically, the relationship between DCB (dependent variable) and independent variables - impact on profits (RPROF), impact on inventory (INV), impact on grocer security (SECU), impact on employees (EMPL), impact on customers (CUST) and measures to minimize or stop DCB (STOP) was established. Questionnaires were used as a measuring instrument. Out of the 100 questionnaires distributed, 70 were usable. The empirical results showed that there is a significant relationship between DCB and the independent variables. Recommendations on how best the stores can deal with DCB were made and measures to minimize or stop DCB were presented. Recommendations for future studies were also presented.
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- Date Issued: 2014
Woolworths Holdings Limited's (WHL) strategic business positioning in the South African clothing and food industry
- Authors: Kuhn, Ralph Ulrich
- Date: 2014
- Subjects: Retail trade -- South Africa , Branding (Marketing) -- South Africa , Food industry and trade -- South Africa , Consumer behavior -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/7793 , vital:24286
- Description: The South African food and clothing retail industry is highly sophisticated and dominated by a few large competitors. The market is unique and has been shaped by abnormal political influences that have created a polarised society. The market holds a high potential owing to the burgeoning young middle class that is also attracting global attention. This necessitates an increase in economies of scale through expansion and acquisition strategies. Woolworths Holdings Limited has experienced significant growth in tough trading conditions whilst many competitors have lost ground. The Woolworths’ brand is primarily aimed at the high-income groupings but also appeals to the burgeoning middle class with their private-label products. The clothing and food divisions also provide a unique appeal that concentrates on the strong brand name to cater to the polarised nature of the market. The Woolworths Holding Limited (WHL) business model aims to offer superior quality at a lower cost than competitors which competitors find difficult to imitate. The apparent paradox is solved through tightly-knit supplier relationships and a culture demanding continuous improvement. The company is uniquely positioned to service the Living Standards Measure (LSM) 8-10 niche market whilst improving efficiencies. The company drives its competitive advantage over competitors through the key competencies of a reputable brand name, a strong sustainability programme, a strong operation and supply chain network, all of which are crucially-supported by superior and innovative technology utilisation. The study analysed the strategic brand positioning with a focus on the introduction of the supermarket concept. The study indicated that the supermarket concept was a reaction from WHL to consumer’s requirements for a one-stop shop aimed at increasing existing customers’ basket spend and drawing similar new clients. An increase in spend is potentially lucrative to WHL, and the strategy is a viable option as long as the company remains focussed on the core principles of the business model.
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- Date Issued: 2014
The impact of social media marketing on purchase decisions in the tyre industry
- Authors: Ramsunder, Monica
- Date: 2011
- Subjects: Social media -- Marketing , Social marketing , Consumer behavior -- South Africa , Consumers -- Research -- South Africa , Internet marketing -- South Africa , Social networks -- Computer network resources
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8601 , http://hdl.handle.net/10948/1637 , Social media -- Marketing , Social marketing , Consumer behavior -- South Africa , Consumers -- Research -- South Africa , Internet marketing -- South Africa , Social networks -- Computer network resources
- Description: Technology and the boom of the internet have encouraged people to connect with each other, share information and build relationships (Stelzner, 2009; 2010) and the social web has presented a new form of communication through social media which allow people to interact and converse with each other (Evans, 2010). This presents marketers with the opportunity to affect consumers purchase decisions through online marketing and social media. This social engagement by consumers has significant impact on marketing activities as marketers need to be aware of the factors affecting consumer’s purchase decision (Evans, 2010). Continental Tyre South Africa (CTSA), a local tyre manufacturer, is embarking on a social media marketing strategy. No other local tyre manufacturer has a presence on social media platforms. As a result CTSA would have first mover advantage. The main objective of the research that follows is to establish if South African tyre purchasers are supportive of social media as an online research tool to learn more about tyre brands. The significance of this research study is that marketing communications has taken on a different dimension with the growth of online market places and the natural step for CTSA is to engage in social media marketing. The literature review revealed that many modern consumers sought peer advice over social networks thus social media has promoted consumer-to-consumer communication and has made it possible for consumers and brands to interact with each other (Mangold and Faulds, 2009). It was concluded that whilst social media marketing presents marketers with a more cost effective form of marketing, further research regarding South African’s online purchasing activities would be required to assess if the time, money and resources required to manage social media marketing for CTSA would be beneficial to the organisation. As a result a qualitative empirical study was conducted by means of a questionnaire. The research elements were broken down into three segments; the internet and social media, consumer-brand engagement and online iv recommendations. The research revealed that social media marketing is an appropriate strategy for CTSA. The main findings further revealed that CTSA would need to engage in an aggressive traditional marketing campaign in order to drive consumers to engage in the social media campaigns. Strategies must include dedicated social media fan pages, online banners, and online advertisements. Based on the research analysis it is recommended that that most appropriate social media platforms for CTSA to launch social media marketing activities are Facebook and Twitter.
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- Date Issued: 2011