Consumer behaviour of the black middle class within the passenger vehicle market in South Africa

Abstract

Consumer behaviour focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption-related items. The objective of this research study was to determine the factors that influence the decision-making process of the black middle class when purchasing a passenger vehicle in South Africa. Results of the study confirmed that the steps in the decision making process were followed by this segment of the population. Further analysis resulted in establishing both the product and situational factors that played a vital role in influencing the purchase decision. It was concluded that the majority of the black middle class, purchase vehicles primarily out of necessity and circumstances. Information sources including but not limited to influential family members were extensively used by this segment, resulting in an informed decision. This study also established that extensive alternative evaluation of vehicle brand options were conducted by the black middle class. Risks factors were also determined which suggested a strong weighting towards financial implications of such a decision. The majority confirmed that that they were satisfied with their choices and the value derived from their purchases. It was concluded that the same or a similar process of decision-making would be followed by the black middle class when purchasing a passenger vehicle.