1887

n South African Journal of Business Management - Faktore by die aankoop van 'n motor vir privaatgebruik

Volume 18 Number 3
  • ISSN : 2078-5585

Abstract

In this study an attempt is made to establish underlying dimensions from the various evaluation criteria a consumer considers when buying a motor vehicle. The sample consists of 902 consumers of all race groups in mainly metropolitan areas in South Africa who bought a new or used car for private use during the period December 1985 - May 1986. With the aid of principal-factor analysis 12 underlying dimensions out of 65 evaluation criteria were identified, namely: dealer orientation, maintenance, space convencience, driving comfort, mechanical performance, appearance, social influence, manufacturing, choice reinforcement, technical priority, discount and reputation. These factors may serve as a guideline for marketing managers to develop strategies regarding benefit segmentation, promotion and positioning.

In hierdie studie word daar bepaal of daar onderliggend aan die groot getal evalueringskriteria wat 'n koper van 'n motorvoertuig oorweeg, 'n kleiner getal dimensies geidentifiseer kan word, gegrond op die koper se persepsie van die relatiewe belangrikheid van die kriteria. Die steekproef bestaan uit 902 verbruikers van alle rassegroepe in hoofsaaklik metropolitaanse gebiede in Suid-Afrika wat tussen Desember 1985 en Mei 1986 'n nuwe of gebruikte motor vir privaatgebruik gekoop het. Met behulp van hooffaktorontleding is daar 12 onderliggende dimensies uit die 65 evalueringskriteria geidentifiseer naamlik: handelaaarorientasie, instandhouding, ruimtegerief, bestuursgemak, meganiese werkverrigting, voorkoms, sosiale beinvloeding, vevaardiging, keuseversterking, tegniese voorkeure, diskonto en reputasie. Hierdie faktore kan as riglyn by die ontwikkeling van bepaalde bemarkingstrategiee soos voordeelsegmentasie, posisionering en reklame deur bemarkers gebruik word.

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/content/journal/10520/EJC-66085902b
1987-09-01
2020-11-23

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