Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/217972 
Year of Publication: 
1987
Citation: 
[Journal:] South African Journal of Business Management [ISSN:] 2078-5976 [Volume:] 18 [Issue:] 3 [Publisher:] African Online Scientific Information Systems (AOSIS) [Place:] Cape Town [Year:] 1987 [Pages:] 176-185
Publisher: 
African Online Scientific Information Systems (AOSIS), Cape Town
Abstract (Translated): 
In this study an attempt is made to establish underlying dimensions from the various evaluation criteria a consumer considers when buying a motor vehicle. The sample consists of 902 consumers of all race groups in mainly metropolitan areas in South Africa who bought a new or used car for private use during the period December 1985 - May 1986. With the aid of principal-factor analysis 12 underlying dimensions out of 65 evaluation criteria were identified, namely: dealer orientation, maintenance, space convenience, driving comfort, mechanical performance, appearance, social influence, manufacturing, choice reinforcement, technical priority, discount and reputation. These factors may serve as a guideline for marketing managers to develop strategies regarding benefit segmentation, promotion and positioning.
Persistent Identifier of the first edition: 
Creative Commons License: 
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Document Type: 
Article

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