Title page for ETD etd-07212012-184356


Document Type Master's Dissertation
Author Mkhwanazi, Jabulile Penelope
URN etd-07212012-184356
Document Title Conspicuous consumption and black youth in emerging markets
Degree MBA
Department Gordon Institute of Business Science
Supervisor
Advisor Name Title
Ms K Chipp Supervisor
Keywords
  • ukukhothana
  • ukupeksa
  • pot latching
  • pexing
  • conspicuous consumption
  • anti-consumption
  • destructive conspicuous consumption
  • black youth
  • emerging markets
  • postmodernity
Date 2012-03-08
Availability unrestricted
Abstract
The purpose of this study was to explore a phenomenon known as pexing that is prevalent in South Africa‟s Black youth. The study aimed to explore the nature of pexing in relation to other conspicuous consumption behaviours and understand the drivers for this behaviour. The study interviewed a sample of 10 participants. Findings of the study indicated that pexing is similar to conspicuous consumption but also has aspects that are distinct to it and the researcher proposes a framework and term (destructive conspicuous consumption) for this noted consumption activity. The study also shows that although different to anti-consumption pexing has some anti-consumption behaviours. The study also identifies antecedents that lead to the noted behaviour and these range from a low income environment to adult modelling. Relationships and links between antecedents; coping strategies and the resultant consumption activity (Pexing) was demonstrated.

The research then concludes by making recommendation to both government and marketers in light of the findings of this research. The research also highlights some socio-economic considerations of pexing and also suggests other variables to be researched that are key to further understanding of pexing.

2011, 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:

Mkhwanazi, JP 2011, Conspicuous consumption and black youth in emerging markets, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-07212012-184356/ >

F/12/4/717/zw

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