Motingoe, Tumelo2024-09-102024-09-102023Motingoe, Tumelo. (2023). Youth Culture And Brand Preferences In South Africa [Master’s dissertation, University of the Witwatersrand, Johannesburg]. WireDSpace.https://hdl.handle.net/10539/40647https://hdl.handle.net/10539/40647A research report submitted in partial fulfillment of the requirements for the degree of Master of Business Administration to the Faculty of Commerce, Law and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2023The research study entitled Youth Culture and Brand Preferences was carried out to find out what are the cultural aspect from a socio-political perspective that drive youth cultural beliefs specifically within the Generation Z cohort. The study investigates Demography, Global Orientation, Local Orientation, Values and brand preference in two categories – Fashion and Alcohol. The study did this investigation using descriptive statistics and multinomial logistic regression as a tool to infer brand preference given the nominal brand choices that were put in play. In terms of marketing and management philosophy the study posits and develops on global consumer culture theory as a manner to which multinationals can strategize their entry or marketing activity into new markets specifically when looking at the generation Z consumer as the core target consumeren© 2023 University of the Witwatersrand, Johannesburg. All rights reserved. The copyright in this work vests in the University of the Witwatersrand, Johannesburg. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of University of the Witwatersrand, Johannesburg.Youth CultureBrand PreferencesSocio-political perspectiveUCTDSDG-8: Decent work and economic growthDissertationUniversity of the Witwatersrand, Johannesburg