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

Abstract

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.