Abstract:
Status concerns are noteworthy within a modern society as it is a key feature of individuals’
social reputation. Engaging in this form of thinking results in particular patterns of
consumption within consumer groups. In South Africa, Black urban consumers have
newfound spending power and social mobility. This study investigated motivators of Black
urban consumers’ status consumption across different demographic variables (age, income
and profession) in the South African (SA) emerging market. A survey research design was
used to provide insights into the relationship of normative receptiveness (value expressive
and utilitarian influences) and high self-monitoring as status consumption motivators of
clothing brand consumption. The sample consisted of 246 Black urban consumers between
the ages of 24 and 36, residing in Gauteng, South Africa and currently working in
professional positions. The results of the study indicated that when purchasing clothing
Black urban consumers are motivated by factors related to status consumption.
This study found no significant differences between age and gender variables in terms of
status consumption. In terms of profession, all three motivational factors were significant.
They proved to be very aware of the image that they communicate and how they are seen
by others indicating that they are motivated especially by value expressiveness, utilitarian
influences and high self-monitoring aspects across various professions.
