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The presence of and antecedents to bandwagon consumption behaviour among the South African black middle class in the context of luxury motor vehicles
Dissertation (MBA)--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_ | 1867613443445489664 |
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| access_status_str | Open Access |
| author2 | Reyneke, Mignon |
| author_browse | Reyneke, Mignon |
| author_facet | Reyneke, Mignon |
| collection | Thesis |
| dc_rights_str_mv | © 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. |
| description | Dissertation (MBA)--University of Pretoria, 2014. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/50311 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:36:13.892Z |
| 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:2263/50311 The presence of and antecedents to bandwagon consumption behaviour among the South African black middle class in the context of luxury motor vehicles Reyneke, Mignon ichelp@gibs.co.za Mdlekeza, Zanele South Africa Motor vehicles UCTD Middle class Luxuries Quantitative research Dissertation (MBA)--University of Pretoria, 2014. This paper investigates a number of psychological factors that influence the South African Black middle class to engage in bandwagon consumption when purchasing luxury motor vehicles. The South African Black middle class has been receiving attention in consumer markets, especially from luxury brand houses looking at emerging markets for growth. This study was designed to measure the impact of the self-concept, susceptibility to normative influence, propensity to seek status and the need for uniqueness on the propensity to engage in bandwagon consumption behaviour. An online survey of 184 people identified as Black middle class, provided the data which was analysed using the PLS Structural Equation Modelling (SEM) technique. The results of the model confirmed the presence of bandwagon luxury motor vehicle consumption among this market segment. It was also found that the bandwagon consumption behaviour occurs in spite of the self-concept and need for uniqueness. Status consumption and susceptibility to normative influence were confirmed as antecedents to the bandwagon consumption. zkgibs2015 Gordon Institute of Business Science (GIBS) Unrestricted 2015-11-03T12:21:24Z 2015-11-03T12:21:24Z 2015-04-24 2014 Mini Dissertation Mdlekeza, Z. (2014). The presence of and antecedents to bandwagon consumption behaviour among the South African black middle class in the context of luxury motor vehiclest (MBA mini-dissertation).Gordon Institute of Business Science, University of Pretoria. Retrieved from http://repository.up.ac.za/handle/2263/1818 http://hdl.handle.net/2263/50311 en © 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | South Africa Motor vehicles UCTD Middle class Luxuries Quantitative research The presence of and antecedents to bandwagon consumption behaviour among the South African black middle class in the context of luxury motor vehicles |
| title | The presence of and antecedents to bandwagon consumption behaviour among the South African black middle class in the context of luxury motor vehicles |
| title_full | The presence of and antecedents to bandwagon consumption behaviour among the South African black middle class in the context of luxury motor vehicles |
| title_fullStr | The presence of and antecedents to bandwagon consumption behaviour among the South African black middle class in the context of luxury motor vehicles |
| title_full_unstemmed | The presence of and antecedents to bandwagon consumption behaviour among the South African black middle class in the context of luxury motor vehicles |
| title_short | The presence of and antecedents to bandwagon consumption behaviour among the South African black middle class in the context of luxury motor vehicles |
| title_sort | presence of and antecedents to bandwagon consumption behaviour among the south african black middle class in the context of luxury motor vehicles |
| topic | South Africa Motor vehicles UCTD Middle class Luxuries Quantitative research |
| url | http://hdl.handle.net/2263/50311 |