Title page for ETD etd-04142012-191019

Document Type Master's Dissertation
Author Ruzane, Tinashe
URN etd-04142012-191019
Document Title Consumer decision-making styles of post-democracy urban adolescents in South Africa
Degree MBA
Department Gordon Institute of Business Science
Advisor Name Title
Mr K Lubbe Supervisor
  • post-democracy
  • urban
  • consumer
  • South Africa
Date 2012-03-08
Availability unrestricted
The oldest group within South Africa’s first generation born into democracy are now reaching the final stages of adolescence and coming of age. Their exposure to a multicultural society and the proliferation of media such as the Internet, has contributed to a diversity of lifestyle choices that can be expected to influence their consumer behaviour. This group of adolescents are a beacon of future consumer behaviour. They present an opportunity to investigate the effects of social integration on South African consumers born after the onset of democracy in 1994. It is the purpose of this study to define the consumer decision-making styles applied by consumers within the post-democracy generation.

Copyright © 2010, 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:

Ruzane, T, 2010, Consumer decision-making styles of post-democracy urban adolescents in South Africa, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-04142012-191019/>


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