Abstract
The objective of this study was to determine whether differences and/or similarities exist in the relative importance of evaluation criteria between the various race groups in South Africa when purchasing a motor vehicle. The sample consisted of 577 whites, 114 coloureds, 102 Asians and 109 blacks mainly from metropolitan areas. Variance analysis was applied to establish that there were 52 significant differences out of a total of 65 evaluation criteria with respect to the various race groups. Results showed that the biggest significant differences occurred between whites and blacks (66% of the evaluation criteria) and between whites and Asians (43% of the evaluation criteria).
Highlights
In the South African motor vehicle market the buyers display a heterogenous composition of race, culture, gender, age, income, values, attitudes, and motives
Scheffe's post hoc comparison test showed that there were significant differences between (a) blacks and whites (66% of the evaluation criteria); (b) whites and Asians (43%); (c) whites and coloureds (25%); (d) coloureds and blacks (25%); and (e) Asians and blacks (22% )
The sample consisted of 902 consumers of all race groups, mainly in metropolitan areas in South Africa, who bought a new or used car for private use during the period December 1985 - May 1986
Summary
Van die vemaamste verskille wat gevind was tussen die drie groepe is dat gekleurde en swart respondente die hoogste behoefte vir privaatvervoer, spesifiek na en vanaf werkplek, geprojekteer bet. Die ooreenkoms tussen al drie die groepe was dat hulle 'n motor as 'n besitting, waarmee sosiale kontak bewerkstellig kan word, beskou bet en dat die besit van 'n motor ook as 'n simbool van status en sukses bestempel word. Rousseau (1981:37-44) betook navorsing deur mid~el van projektiewe tegnieke gedoen, onder SmdAfrikaanse swart universiteitstudente, om te bepaal watter sub-bewuste motiewe, onherkende waardes en verbruiksverwagtinge by hulle teenwoordig is ~y oorweging van die aankoop van 'n motor. Die bevindinge was dat gedrag by die aankoop van 'n motor met sosiale behoeftebevrediging geassosieer kan word asook die statusfaktor wat met motoreienskap gepaard gaan. Aan- % van Blankes Aan- % van Kleur- Aan- % van Asiers Aan- % van Swanes Aantal se totaal tal linge se totaal tal se totaal tal se totaal tal %
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