- Title
- Factors that influence consumers’ buying behaviour for particular vehicle brands
- Creator
- Bosman, Brendan
- Subject
- Consumer behavior -- South Africa
- Subject
- Consumer profiling Advertising -- South Africa
- Subject
- Purchasing -- South Africa
- Date Issued
- 2019
- Date
- 2019
- Type
- Thesis
- Type
- Masters
- Type
- MBA
- Identifier
- http://hdl.handle.net/10948/37742
- Identifier
- 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.
- Format
- xi, 96 leaves
- Format
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- Nelson Mandela University
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | BRENDAN BOSMAN.pdf | 1 MB | Adobe Acrobat PDF | View Details Download |