Title page for ETD etd-03252010-135417

Document Type Master's Dissertation
Author Moodley, Desagen
URN etd-03252010-135417
Document Title Consumer behaviour of the black middle class within the passenger vehicle market in South Africa
Degree MBA
Department Gordon Institute of Business Science
Advisor Name Title
Mr R Machado Supervisor
  • consumer behaviour
Date 2008-04-03
Availability unrestricted

Consumer behaviour focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption-related items.

The objective of this research study was to determine the factors that influence the decision-making process of the black middle class when purchasing a passenger vehicle in South Africa.

Results of the study confirmed that the steps in the decision making process were followed by this segment of the population. Further analysis resulted in establishing both the product and situational factors that played a vital role in influencing the purchase decision.

It was concluded that the majority of the black middle class, purchase vehicles primarily out of necessity and circumstances. Information sources including but not limited to influential family members were extensively used by this segment, resulting in an informed decision. This study also established that extensive alternative evaluation of vehicle brand options were conducted by the black middle class. Risks factors were also determined which suggested a strong weighting towards financial implications of such a decision. The majority confirmed that that they were satisfied with their choices and the value derived from their purchases.

It was concluded that the same or a similar process of decision-making would be followed by the black middle class when purchasing a passenger vehicle.

2007 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria

Please cite as follows:

Moodley, D 2007, Consumer behaviour of the Black middle class within the passenger vehicle market in South Africa, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-03252010-135417/ >


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