The presence of and antecedents to bandwagon consumption behaviour among the South African black middle class in the context of luxury motor vehicles

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.