Abstract
A number of studies revealed that the role of women both as influencer and independent decision-maker is becoming increasingly important in the buying decision involving the purchase of a passenger vehicle. In today's highly competitive South-African motor vehicle market it is becoming vital that motor manufacturers pay greater attention to market needs - specially with regard to important market segments. This study analyses certain aspects of the market segment consisting of women. The null-hypothesis this study tested was that there are no differences between male and female consumers pertaining to the relative importance of evaluation criteria, when purchasing a passenger vehicle. By means of analysis of variance it was established that there are significant differences (P0,01) between men and women with regard to 15 of the 65 evaluation criteria. It was also found that there are 50 insignificant differences between the two groups. The hypothesis, as formulated is thus rejected, with regard to 15 of the evaluation criteria, in favour of the alternate hypothesis.
Highlights
Aantal respondente'n Totaal van 968 vraelyste is van verbruikers terug ontvang waarvan 902 bruikbaar was
Car makers accelerate efforts to market to women
Summary
'n Totaal van 968 vraelyste is van verbruikers terug ontvang waarvan 902 bruikbaar was. Die verspreiding van respondente volgens geografiese gebied word in Tabel 2 aangetoon. Die geslagsverspreiding van die verbruikerssteekproef word in Tabel 3 aangetoon. Tabel 3 toon dat die verbruikerssteekproef uit 737 mans en 165 vroue bestaan het. Vroue het dus 18,3% van die verbruikerssteekproef uitgemaak waarvan 76,4% blanke vroue was. In die verbruikersvraelys is 65 kriteria wat 'n verbruiker by die aankoop van 'n passasiersmotor in ag kan neem aan respondente voorgehou (Du Plessis, 1986: 188-191). Die skaalwaarde van een dui aan dat die kriterium vir die respondent totaal onbelangrik was by die keuse van die betrokke motor, terwyl 'n waarde van ses besondere belangrikheid aantoon. Die skaalwaardes kan gedefinieer word as diskrete posisies op 'n veronderstelde kontinuum van belangrikheid vir die respondent (Boote, 1981: 54). Tabel 4 Gemiddeldes, standaardafwykings en Fwaardes van evalueringskriteria wat beduidend verskillend deur mans en vroue geevalueer is Beskrywing van kriterium
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
