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Black urban consumers’ motivation for conspicuous and status clothing brand consumption
Dissertation (MConsumer Science)--University of Pretoria, 2014.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2015
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| _version_ | 1867613713876385792 |
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| access_status_str | Open Access |
| author2 | Jacobs, B.M. (Bertha Margaretha) |
| author_browse | Jacobs, B.M. (Bertha Margaretha) |
| author_facet | Jacobs, B.M. (Bertha Margaretha) |
| collection | Thesis |
| dc_rights_str_mv | © 2015 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. |
| description | Dissertation (MConsumer Science)--University of Pretoria, 2014. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/46279 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:40:31.851Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2015 |
| publishDateRange | 2015 |
| publishDateSort | 2015 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/46279 Black urban consumers’ motivation for conspicuous and status clothing brand consumption Jacobs, B.M. (Bertha Margaretha) Retief, Ardina Weber, Adèle E. UCTD Buppies Brands Conspicuous consumption Status consumption Clothing Motivation Dissertation (MConsumer Science)--University of Pretoria, 2014. Young Black professionals (Buppies) have taken the South African market by storm. These individuals and their parents come from suppressed and poverty-stricken pasts. Since the abolishment of the Apartheid regime, they have been provided with remarkable prospects and have been given the opportunity to participate in the economy. They are a vastly growing consumer segment. However, very little information is available on their needs, desires and motivation. With their newfound wealth and higher-paying professional positions they are now able to spend money on luxury items and in so doing, express how far they have come to the outside world. The purpose of this study was to investigate and describe this dynamic market’s motivations to consume. In order to provide more insight, research was done on their motivation to engage in conspicuous and or status consumption. Previously, these constructs were used interchangeably. However, later research conducted by O’Cass and McEwen (2004) proved these constructs to be empirically different. By determining Buppies’ motivation to engage in conspicuous and or status consumption; this study contributes to the fields of consumer motivation, marketing and retail. It provides insight into the driving force behind the purchasing decisions of this emergingmarket. The theoretical background to the study comprises of a literature review providing detail on conspicuous consumption and status consumption. Some additional information is also provided on studies conducted in the past relating to the motivation to engage in these forms of consumption. The information gathered on conspicuous and status consumption is then used to formulate a conceptual framework and the research objectives in which all of the key concepts and their relationships are clearly outlined. Exploratory survey research design was employed in this study to provide insights into Buppies’ conspicuous and status consumption of clothing brands. The sample consisted of 246 (n=246) Black urban consumers between the ages of 24 and 36, living in Gauteng and currently working in a professional position. Non-probability sampling methods were employed, which included purposive and snowball sampling. Respondents completed an online self-administered questionnaire. To further ensure an appropriate sample, the online questionnaire was also distributed in paper-based format. Since a quantitative research approach was utilised the questionnaire was structured in such a way as to obtain descriptive and inferential statistical data. The questionnaire was then distributed to Buppies, after which descriptive and inferential statistics were used to accurately describe the phenomena. The results of the study indicated that Buppies are more inclined to be motivated by aspects of status consumption than that of conspicuous consumption. Buppies proved to be very aware of the image that they project and how they are seen by others thus indicating that they are motivated by high self-monitoring. The results also indicated that although Buppies do enjoy being part of a group, they do not necessarily desire to communicate their belonging to a specific reference group by utilising clothing as a social cue. tm2015 Consumer Science MConsumer Science Unrestricted 2015-07-02T11:08:35Z 2015-07-02T11:08:35Z 2015/04/14 2014 Dissertation Weber, AE 2014, Black urban consumers’ motivation for conspicuous and status clothing brand consumption, MConsumer Science Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/46279> A2015 http://hdl.handle.net/2263/46279 en © 2015 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. application/pdf University of Pretoria |
| spellingShingle | UCTD Buppies Brands Conspicuous consumption Status consumption Clothing Motivation Black urban consumers’ motivation for conspicuous and status clothing brand consumption |
| title | Black urban consumers’ motivation for conspicuous and status clothing
brand consumption |
| title_full | Black urban consumers’ motivation for conspicuous and status clothing
brand consumption |
| title_fullStr | Black urban consumers’ motivation for conspicuous and status clothing
brand consumption |
| title_full_unstemmed | Black urban consumers’ motivation for conspicuous and status clothing
brand consumption |
| title_short | Black urban consumers’ motivation for conspicuous and status clothing
brand consumption |
| title_sort | black urban consumers motivation for conspicuous and status clothing brand consumption |
| topic | UCTD Buppies Brands Conspicuous consumption Status consumption Clothing Motivation |
| url | http://hdl.handle.net/2263/46279 |