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.
- Full Text:
- Date Issued: 2019
- 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.
- Full Text:
- 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.
- Full Text:
- Date Issued: 2019
- 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.
- Full Text:
- Date Issued: 2019
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