Predictors of status consumption among youth in South African townships

Date
2019
Authors
Hlebela, Meddas Charles
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
The study investigates motivations for youth living in townships, which are low-income areas, to purchase status products despite the difficult economic conditions. The study looks at existence of a relationship between status consumption and the need for enhanced social recognition and self-esteem. The study also investigates existence of positive relationship between the high quality and high price of products and the desire among youth in townships to purchase them. The research philosophy used to undertake the research is positivist and the research paradigm utilised is deductivism. A quantitative research approach was utilised to conduct this study and cross-sectional research design was used. The research results established that the relationship between social recognition and status consumption is noteworthy at p-value of <0.001, which indicates existence of a positive relationship. The association is relatively solid (β1= 0.71). Results also indicated existence of a significant relationship between self-esteem and status consumption at p-value of <0.001. The association is relatively solid (β1= 0.69), which implies presence of a positive relationship. The research results further indicated the existence of an association between quality and status consumption at p-value of <0.001, the association is relatively strong (β1= 0.22). The results also indicated the presence of a significant positive relationship between price and status consumption at p-value of <0.001 and the association is relatively solid (β1= 0.31). The research results indicate that the research’s hypothesis is valid and adequate. The findings further confirm that social recognition, self-esteem, price and quality all have a positive effect on status consumption among youth in townships. However, the research results indicate that quality has the weakest impact on status consumption.
Description
MASTER OF MANAGEMENT IN STRATEGIC MARKETING (MMSM) FACULTY COMMERCE, LAW AND MANAGEMENT June 2019
Keywords
Citation
Collections