Cultural values and consumer choice of motor vehicle brands: the case of women in SA
Date
2021
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Abstract
Culture is one of the accepted determiners used by marketing researchers as an influencer of consumer behaviour. This research seeks to determine how cultural values impact women’s vehicle brand choice in South Africa.
The study also seeks to determine effect of vehicle purchasing factors on vehicle brand choice particularly for women and compared with men. The methodology used for this study entailed an online quantitative survey. A total of 7 cultural values hypotheses were tested and two were accepted and 5 were rejected. A total of 6 vehicle purchasing factors were tested and 3 were accepted and 3 were rejected. The findings revealed that brand choice is influenced by two cultural values: affective cultural value and mastery cultural values. Moreover, vehicle purchasing factors that influence vehicle brand choice are styling, pricing and image.
The study also confirmed that there are significant differences between male and female consumers within the cultural values of intellectual autonomy cultural value and hierarchy cultural values. Furthermore, male and female buyers embody a significant difference in one vehicle purchasing factor: styling.
The theoretical findings contribute to the limited and existing research, literature and knowledge on the effect of cultural values on vehicle brand choice and the effect of vehicle purchasing factors on vehicle brand choice. The study broadens knowledge on the vehicle purchasing factors; it extends our understanding on the differences between women and men in terms of vehicle purchasing factors and cultural values.
The managerial implications reveal the importance of understanding customers. Two cultural values influence vehicle brand choice; these are: affective autonomy and mastery cultural values. Therefore, automotive marketers should ensure that their marketing strategies speak to these cultural values. For mastery cultural value communication strategies should embrace the spirit of goal-oriented people and success. For affective autonomy cultural value, it is therefore important for marketers to verify that their marketing strategies focus on ensuring that customers will use their vehicles to enjoy life. Vehicles should be portrayed as a tool that enables customers to enjoy life when embarking on new experiences such as visiting markets and Page | 3 adventurous experiences and excursions. Marketing strategies should also include three vehicle purchasing factors pillars: styling, pricing and image.
Description
A research report submitted in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketing to the Faculty of Commerce, Law and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2021
Keywords
Cultural values, Affective autonomy cultural value, Women