Abstract:
This paper investigates a number of psychological factors that influence the South
African Black middle class to engage in bandwagon consumption when purchasing
luxury motor vehicles. The South African Black middle class has been receiving
attention in consumer markets, especially from luxury brand houses looking at emerging
markets for growth. This study was designed to measure the impact of the self-concept,
susceptibility to normative influence, propensity to seek status and the need for
uniqueness on the propensity to engage in bandwagon consumption behaviour. An
online survey of 184 people identified as Black middle class, provided the data which
was analysed using the PLS Structural Equation Modelling (SEM) technique. The results
of the model confirmed the presence of bandwagon luxury motor vehicle consumption
among this market segment. It was also found that the bandwagon consumption
behaviour occurs in spite of the self-concept and need for uniqueness. Status
consumption and susceptibility to normative influence were confirmed as antecedents to
the bandwagon consumption.
