Communicating effectively with consumers is a major problem facing marketers world-wide. In South Africa a substantial proportion of adult consumers are illiterate. Considerable potential could be unlocked if marketers were to differentiate or expand their communication strategy to specifically...

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...

The objective of this study was to determine whether there is a relationship between the personality dimensions of consumers and the relative importance that they attach to evaluation criteria when buying a motor vehicle. The sample consisted of 181 white consumers mainly from metropolitan...

A number of studies revealed that the role of women both as influencer and independent decision-maker is becoming increasingly important in the buying decision involving the purchase of a passenger vehicle. In today's highly competitive South-African motor vehicle market it is becoming vital...

A number of authors have emphasized the necessity for a strategic orientation towards organizational planning and marketing planning, particularly if firms operating under dynamic and ever-changing market conditions want to survive and prosper. Changing market conditions can offer both...