Die invloed van ouderdom op verbruikersgedrag by die aankoop van 'n passasiersmotorvoertuig

The influence of age on consumer behaviour in purchasing passenger motor cars. The decision to purchase a motor vehicle is complex and can be influenced by various factors. Age as a variable which may influence the purchase decision is of particular importance to both motor manufacturers and dealers. The hypothesis tested in this study is that there are no differences between various age groups pertaining to the relative importance of evaluation criteria when purchasing a passenger vehicle. With analysis of variance it was extablished that there were insignificant differences pertaining to 44 of the 65 criteria (p < 0,01) which could be evaluated. The alternate hypothesis was thus accepted with regard to 21 of the evaluation criteria.

Opsomming Die besluit om 'n motorvoertuig te koop is van 'n komplekse aard en kan deur verskeie faktore beinvloed word. Ou-derdom, as veranderlike wat die besluit kan beinvloed, is van besondere belang vir motorvervaardigers- en handelaars. Die hipotese wat in die studie getoets word, is dat daar geen verskil bestaan wat betrefdie relatiewe belangrikheid wat verskillende ouderdomsgroepe aan evalueringskriteria heg by die aankoop van 'n passasiersvoertuig nie. Met behulp van variansie-ontleding is vasgestel dat onbeduidende verskille by 44 van die 65 evalueringskriteria (p < 0,01) wat oorweeg kon word, voorgekom het. Die alternatiewe hipotese word daarom met betrekking tot 21 evalueringskriteria aanvaar