The perceptions of passenger motor vehicle brands among Generations X and Y in KwaZulu-Natal

Abstract

The automotive industry is a growing industry in many developing and developed countries including South Africa. However, little research has been conducted on the perceptions of consumers towards motor vehicle brands in South Africa. For motor vehicle brands, marketing, research and development plays an important role in customer perceptions and retention, and in generating profitable sales. The aim of this study was to identify how motor vehicle brands' meaning differs between Generation X and Generation Y, who account for the bulk of car buyers, in KwaZulu-Natal. The study was conducted in KwaZulu-Natal where data was collected from four universities. This was a quantitative, descriptive, and cross-sectional study conducted using a survey among a sample of 400 university staff and students to cover both Generation X and Generation Y. Data was analysed using univariate, bivariate and multivariate statistics, via SPSS version 23. The study investigated specific brand dimensions, namely, quality, value, personal and group identity, status and family traditions. The main finding was that personal or individualistic factors, namely quality, value and personal identity, were more important than group-oriented factors, namely status, group identity and family tradition. The implication is that marketers should focus on the individualistic perceptions, wants and needs of the buyer, rather than those that are influenced by others through group processes. The study reveals the need for motor vehicle brand manufacturers to focus on consumer perceptions among Generation X and Generation Y. Academics, industry practitioners and motor vehicle manufacturers will benefit from the study as it addresses industry, academic and consumer issues regarding perceptions of motor vehicle brands. Furthermore, it tackles factors of quality, value, group identity, status and traditional factors and consumer decision making process. The study extends the existing knowledge of consumer behaviour with regard to motor vehicle brands by investigating the factors that influence the Generation X and Y buyer decision making process in a developing country. The findings of this study can act as a guide to determine a more appropriate marketing strategy to improve consumer perceptions of motor vehicle brands.