The effect of age and culture on brand loyalty in the South African motor industry
- Authors: Hempel, Martin Johan
- Date: 2019
- Subjects: Brand loyalty -- South Africa , Automobile industry and trade -- South Africa , Consumer satisfaction -- South Africa , Consumer behavior -- South Africa , Older consumers -- South Africa , Consumers -- South Africa -- Cross-cultural studies
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/96859 , vital:31339
- Description: It has become imperative for companies in the motor industry to study and understand the notion of brand loyalty due to the many inherent advantages that it offers. Although existing literature provides extensive information on brand loyalty, the concept of brand loyalty is not constant across all industries. Factors such as age and culture also alter the effects of brand loyalty and the degree of brand loyalty generated within a consumer. Taking these variables into account, this study sets out to establish if age and culture have an effect on brand loyalty in the South African motor industry. The method in which motor companies emit marketing signals are also explored to establish if the emitted marketing signals are able to assist in the generation of brand loyalty. A South African real estate agent group agreed to participate in the research and became the sample population for the study. 190 successfully completed questionnaires were obtained in the data collection process and data with a Cronbach Alpha Coefficient (α) of 0.7662 proved that the data had satisfactory reliability. The data was processed and analysed in the statistical analysis program Stata. The study discovered that marketing signals don't assist in the generation of brand loyalty in the South African motor industry. It is suggested that it is more plausible that marketing signals can assist to maintain brand loyalty, rather than to generate brand loyalty. The study also discovered that culture does not have an effect on brand loyalty in the South African motor industry. However, after considering that the cultural distribution of the sample was significantly skewed, the sample is regarded as an unreliable test of the effect of culture on brand loyalty. The study also discovered that age doesn't have an effect brand loyalty in the South African motor industry. The researcher noted that the previously cognitively strenuous process of obtaining information has become more simplified by the internet and could potentially have reduced the generating of brand loyalty among older consumers. A final test was conducted to ascertain if relationships exist between the four stages of loyalty. The study suggested that all four loyalty stages are connected which confirms that brand loyalty is generated by both attitudinal and behavioural dimensions.
- Full Text:
- Date Issued: 2019
- Authors: Hempel, Martin Johan
- Date: 2019
- Subjects: Brand loyalty -- South Africa , Automobile industry and trade -- South Africa , Consumer satisfaction -- South Africa , Consumer behavior -- South Africa , Older consumers -- South Africa , Consumers -- South Africa -- Cross-cultural studies
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/96859 , vital:31339
- Description: It has become imperative for companies in the motor industry to study and understand the notion of brand loyalty due to the many inherent advantages that it offers. Although existing literature provides extensive information on brand loyalty, the concept of brand loyalty is not constant across all industries. Factors such as age and culture also alter the effects of brand loyalty and the degree of brand loyalty generated within a consumer. Taking these variables into account, this study sets out to establish if age and culture have an effect on brand loyalty in the South African motor industry. The method in which motor companies emit marketing signals are also explored to establish if the emitted marketing signals are able to assist in the generation of brand loyalty. A South African real estate agent group agreed to participate in the research and became the sample population for the study. 190 successfully completed questionnaires were obtained in the data collection process and data with a Cronbach Alpha Coefficient (α) of 0.7662 proved that the data had satisfactory reliability. The data was processed and analysed in the statistical analysis program Stata. The study discovered that marketing signals don't assist in the generation of brand loyalty in the South African motor industry. It is suggested that it is more plausible that marketing signals can assist to maintain brand loyalty, rather than to generate brand loyalty. The study also discovered that culture does not have an effect on brand loyalty in the South African motor industry. However, after considering that the cultural distribution of the sample was significantly skewed, the sample is regarded as an unreliable test of the effect of culture on brand loyalty. The study also discovered that age doesn't have an effect brand loyalty in the South African motor industry. The researcher noted that the previously cognitively strenuous process of obtaining information has become more simplified by the internet and could potentially have reduced the generating of brand loyalty among older consumers. A final test was conducted to ascertain if relationships exist between the four stages of loyalty. The study suggested that all four loyalty stages are connected which confirms that brand loyalty is generated by both attitudinal and behavioural dimensions.
- Full Text:
- Date Issued: 2019
Essential employee knowledge management and re-skilling within the 4ir in the South African automotive industry towards 2030
- Authors: Hufkie, Brian
- Date: 2021-04
- Subjects: Knowledge management , Technological innovations -- Economic aspects , Automobile industry and trade -- South Africa
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10948/51556 , vital:43304
- Description: It was the purpose of the study to gain an understanding of what Essential Employee Knowledge Management and Re-Skilling is needed in the South African Automotive Industry towards 2030 with regards to the Fourth Industrial Revolution (4IR). The reason for choosing the South African automotive industry was because the automotive industry is South Africa’s most important manufacturing sector. Nearly one-third of value adding within the domestic business sector is from the contribution, directly or indirectly, of vehicle assembly and automotive component manufacturing. According to Muro and Whiton (2017), advanced automation is already disrupting job futures across the globe and the 4IR technologies will contribute to further impacts upon the labour market, as many routine and rule-based jobs that typically involving low to medium skills become automated. Omarjee (2018), further states that the skills gap and structural unemployment are at an ever-increasing pace of change, which means organisations will face more structural unemployment challenges and which, therefore, amplifies the need for a significant amount of talent development, knowledge management, reskilling and up-skilling required in South Africa towards 4IR readiness. According to Statistics South Africa (Stats SA, 2018), South Africa’s skills challenges are because of complications of socio-economic and socio-historic factors. It is undisputed that 4IR requires a highly skilled workforce, and one which South Africa, regrettably, has been struggling to produce. The report further estimates that 30% of South African workers are unskilled, 46% are semiskilled workers and 24% are skilled workers. Therefore, skilling and reskilling of workers is important in preparing for the 4IR. The study undertook a focused environmental scan of recently published and pertinent articles in the public domain media. The aim, furthermore, was to use the environmental scan to contribute meaningful recommendations to all key stakeholders involved. The environmental scan looked at the macro environment and which included the social, technological, political, economic and the environmental factors influencing the South African automotive industry. Secondly, a qualitative case study approach was used to describe the true experiences of assembly workers and their immediate supervisors in a South African automotive plant. An interpretivism paradigm was applied in line with the case study research methodology. A semi-structured interview guide was developed to obtain primary data through the interviewing process and to test the dependent and independent variables. Using convenience sampling, interviews were set up with identified company related respondents, which included supervisors and blue-collar workers at a South African automotive company. The study results revealed that although some of the respondents did not know what 4IR was, there was agreement amongst those who knew what was involved and why 4IR should happen. The shared understanding was that 4IR involves vast amounts of data that assists in improving processes, systems and services. The study results also indicated that the implementation of automation, robotics and AI within the manufacturing industry had increased the fears of employees in terms of technology application is replacing their jobs. Some of the respondents also perceived a lack of transparency with regards to a structured approach towards a reskilling plan targeting the blue-collar workers’ readiness, in line with the 4IR within the automotive industry. Furthermore, what was clear was that reskilling, training and a retraining was needed within the orgainisation. Based on the overall study results, it appears that there is currently limited observed evidence about the current state of readiness of 4IR awareness and its adoption within a South African automotive industry entity. , Thesis (MA) -- Faculty of Business and Economic Sciences, Business Administration, 2021
- Full Text:
- Date Issued: 2021-04
- Authors: Hufkie, Brian
- Date: 2021-04
- Subjects: Knowledge management , Technological innovations -- Economic aspects , Automobile industry and trade -- South Africa
- Language: English
- Type: Master's theses , text
- Identifier: http://hdl.handle.net/10948/51556 , vital:43304
- Description: It was the purpose of the study to gain an understanding of what Essential Employee Knowledge Management and Re-Skilling is needed in the South African Automotive Industry towards 2030 with regards to the Fourth Industrial Revolution (4IR). The reason for choosing the South African automotive industry was because the automotive industry is South Africa’s most important manufacturing sector. Nearly one-third of value adding within the domestic business sector is from the contribution, directly or indirectly, of vehicle assembly and automotive component manufacturing. According to Muro and Whiton (2017), advanced automation is already disrupting job futures across the globe and the 4IR technologies will contribute to further impacts upon the labour market, as many routine and rule-based jobs that typically involving low to medium skills become automated. Omarjee (2018), further states that the skills gap and structural unemployment are at an ever-increasing pace of change, which means organisations will face more structural unemployment challenges and which, therefore, amplifies the need for a significant amount of talent development, knowledge management, reskilling and up-skilling required in South Africa towards 4IR readiness. According to Statistics South Africa (Stats SA, 2018), South Africa’s skills challenges are because of complications of socio-economic and socio-historic factors. It is undisputed that 4IR requires a highly skilled workforce, and one which South Africa, regrettably, has been struggling to produce. The report further estimates that 30% of South African workers are unskilled, 46% are semiskilled workers and 24% are skilled workers. Therefore, skilling and reskilling of workers is important in preparing for the 4IR. The study undertook a focused environmental scan of recently published and pertinent articles in the public domain media. The aim, furthermore, was to use the environmental scan to contribute meaningful recommendations to all key stakeholders involved. The environmental scan looked at the macro environment and which included the social, technological, political, economic and the environmental factors influencing the South African automotive industry. Secondly, a qualitative case study approach was used to describe the true experiences of assembly workers and their immediate supervisors in a South African automotive plant. An interpretivism paradigm was applied in line with the case study research methodology. A semi-structured interview guide was developed to obtain primary data through the interviewing process and to test the dependent and independent variables. Using convenience sampling, interviews were set up with identified company related respondents, which included supervisors and blue-collar workers at a South African automotive company. The study results revealed that although some of the respondents did not know what 4IR was, there was agreement amongst those who knew what was involved and why 4IR should happen. The shared understanding was that 4IR involves vast amounts of data that assists in improving processes, systems and services. The study results also indicated that the implementation of automation, robotics and AI within the manufacturing industry had increased the fears of employees in terms of technology application is replacing their jobs. Some of the respondents also perceived a lack of transparency with regards to a structured approach towards a reskilling plan targeting the blue-collar workers’ readiness, in line with the 4IR within the automotive industry. Furthermore, what was clear was that reskilling, training and a retraining was needed within the orgainisation. Based on the overall study results, it appears that there is currently limited observed evidence about the current state of readiness of 4IR awareness and its adoption within a South African automotive industry entity. , Thesis (MA) -- Faculty of Business and Economic Sciences, Business Administration, 2021
- Full Text:
- Date Issued: 2021-04
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