Consumer decision-making styles of post-democracy urban adolescents in South Africa

Abstract

The oldest group within South Africa’s first generation born into democracy are now reaching the final stages of adolescence and coming of age. Their exposure to a multicultural society and the proliferation of media such as the Internet, has contributed to a diversity of lifestyle choices that can be expected to influence their consumer behaviour. This group of adolescents are a beacon of future consumer behaviour. They present an opportunity to investigate the effects of social integration on South African consumers born after the onset of democracy in 1994. It is the purpose of this study to define the consumer decision-making styles applied by consumers within the post-democracy generation. Copyright