Passenger vehicle brand meaning among Generations X and Y in South Africa

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This study investigated the meaning of passenger motor vehicle brands among Generations X and Y in South Africa, a developing country. The study was conducted in the form of a quantitative survey at four universities in KwaZulu-Natal to access a spread of Generations X and Y respondents. It aimed to generate insights into consumer perceptions and choices regarding these two generations’ preferred motor vehicle brands who account for the bulk of car buyers. The study investigated specific brand dimensions, namely, factors related to quality, value, personal and group identity, status, and family traditions. The main finding was that the personal or individualistic factors, namely quality, value, and personal identity, were more important than the group-oriented factors, namely status, group identity, and family tradition. The implication is that marketers should focus on the buyer’s individualistic perceptions, wants, and needs, rather than those that are influenced by others through group processes or perceptions. This research has added to current knowledge on consumer behavior regarding motor vehicle brands by investigating the factors that influence the Generations X and Y buyer decision-making process in a developing country.

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    • Figure 1. Visualization of constructs
    • Table 1. Sample quota criteria
    • Table 2. Reliability as per pilot study
    • Table 3. Profile of sample
    • Table 4. Exploratory factor analysis
    • Table 5. Brand meaning constructs
    • Table 6. Item means/standard deviations
    • Table 7. Analysis of Variance between the two generations
    • Table 8. Logistic regression
    • Conceptualization
      Bongumusa Bright Mhlongo, Roger B Mason
    • Data curation
      Bongumusa Bright Mhlongo
    • Formal Analysis
      Bongumusa Bright Mhlongo
    • Investigation
      Bongumusa Bright Mhlongo
    • Methodology
      Bongumusa Bright Mhlongo, Roger B Mason
    • Project administration
      Bongumusa Bright Mhlongo
    • Resources
      Bongumusa Bright Mhlongo
    • Supervision
      Bongumusa Bright Mhlongo, Roger B Mason
    • Validation
      Bongumusa Bright Mhlongo
    • Writing – review & editing
      Bongumusa Bright Mhlongo, Roger B Mason
    • Funding acquisition
      Roger B Mason
    • Visualization
      Roger B Mason
    • Writing – original draft
      Roger B Mason