The presence of and antecedents to bandwagon consumption behaviour among the South African black middle class in the context of luxury motor vehicles
Year: 2014
Type: dissertation
Study design: Observational Study
Abstract: This paper investigates a number of psychological factors that influence the South\nAfrican Black middle class to engage in bandwagon consumption when purchasing\nluxury motor vehicles. The South African Black middle class has been receiving\nattention in consumer markets, especially from luxury brand houses looking at emerging\nmarkets for growth. This study was designed to measure the impact of the self-concept,\nsusceptibility to normative influence, propensity to seek status and the need for\nuniqueness on the propensity to engage in bandwagon consumption behaviour. An\nonline survey of 184 people identified as Black middle class, provided the data which\nwas analysed using the PLS Structural Equation Modelling (SEM) technique. The results\nof the model confirmed the presence of bandwagon luxury motor vehicle consumption\namong this market segment. It was also found that the bandwagon consumption\nbehaviour occurs in spite of the self-concept and need for uniqueness. Status\nconsumption and susceptibility to normative influence were confirmed as antecedents to\nthe bandwagon consumption.
Author: Zanele Mdlekeza
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2185624291