THE INFLUENCE OF REFERENCE GROUPS ON THE BUYING BEHAVIOUR OF SINGLETONS
Little research has been conducted on the growing Singletons segment in South Africa. Singletons have greater purchasing power and a high disposable income due to their lack of dependents. Organisations tend to overlook this segment. The buying behaviour of Singletons are different compared to those...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Zibeline International
2022-07-01
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| Series: | Malaysian E Commerce Journal |
| Subjects: | |
| Online Access: | https://myecommerecejournal.com/wp-content/uploads/2022-issue2/2mecj2022-64-68.pdf |
| _version_ | 1797962269122887680 |
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| author | Roland Goldberg Liani Groenewald |
| author_facet | Roland Goldberg Liani Groenewald |
| author_sort | Roland Goldberg |
| collection | DOAJ |
| description | Little research has been conducted on the growing Singletons segment in South Africa. Singletons have greater purchasing power and a high disposable income due to their lack of dependents. Organisations tend to overlook this segment. The buying behaviour of Singletons are different compared to those of family households. One of the primaries aims of marketing is to study consumer decision-making and factors that affect buying behaviour. Understanding these factors will allow marketers to adapt their product offering and marketing messages accordingly to reach their target markets more effectively. The objective of this study was to determine the influence of reference groups on the buying behaviour of Singletons. Non-probability, convenience sampling was used, and data was collected by using a self-administrated questionnaire. A sample size 207 respondents was realised. The results of the study indicate that reference groups have a moderately low level of influence on the buying behaviour of Singletons. |
| first_indexed | 2024-04-11T01:10:42Z |
| format | Article |
| id | doaj.art-56f15c1b3114490eaeffccb56ff5a83f |
| institution | Directory Open Access Journal |
| issn | 2616-5155 |
| language | English |
| last_indexed | 2024-04-11T01:10:42Z |
| publishDate | 2022-07-01 |
| publisher | Zibeline International |
| record_format | Article |
| series | Malaysian E Commerce Journal |
| spelling | doaj.art-56f15c1b3114490eaeffccb56ff5a83f2023-01-04T06:38:24ZengZibeline InternationalMalaysian E Commerce Journal2616-51552022-07-0162646810.26480/mecj.02.2022.64.68THE INFLUENCE OF REFERENCE GROUPS ON THE BUYING BEHAVIOUR OF SINGLETONSRoland Goldberg0Liani Groenewald1School of Management Sciences, Faculty of Economic and Management Sciences, North-West University, South Africa, Private Bag X6001, Potchefstroom, South Africa, 2520.School of Management Sciences, Faculty of Economic and Management Sciences, North-West University, South Africa, Private Bag X6001, Potchefstroom, South Africa, 2520.Little research has been conducted on the growing Singletons segment in South Africa. Singletons have greater purchasing power and a high disposable income due to their lack of dependents. Organisations tend to overlook this segment. The buying behaviour of Singletons are different compared to those of family households. One of the primaries aims of marketing is to study consumer decision-making and factors that affect buying behaviour. Understanding these factors will allow marketers to adapt their product offering and marketing messages accordingly to reach their target markets more effectively. The objective of this study was to determine the influence of reference groups on the buying behaviour of Singletons. Non-probability, convenience sampling was used, and data was collected by using a self-administrated questionnaire. A sample size 207 respondents was realised. The results of the study indicate that reference groups have a moderately low level of influence on the buying behaviour of Singletons.https://myecommerecejournal.com/wp-content/uploads/2022-issue2/2mecj2022-64-68.pdfconsumer behaviourreference groupssingletonssuscep-scale. |
| spellingShingle | Roland Goldberg Liani Groenewald THE INFLUENCE OF REFERENCE GROUPS ON THE BUYING BEHAVIOUR OF SINGLETONS Malaysian E Commerce Journal consumer behaviour reference groups singletons suscep-scale. |
| title | THE INFLUENCE OF REFERENCE GROUPS ON THE BUYING BEHAVIOUR OF SINGLETONS |
| title_full | THE INFLUENCE OF REFERENCE GROUPS ON THE BUYING BEHAVIOUR OF SINGLETONS |
| title_fullStr | THE INFLUENCE OF REFERENCE GROUPS ON THE BUYING BEHAVIOUR OF SINGLETONS |
| title_full_unstemmed | THE INFLUENCE OF REFERENCE GROUPS ON THE BUYING BEHAVIOUR OF SINGLETONS |
| title_short | THE INFLUENCE OF REFERENCE GROUPS ON THE BUYING BEHAVIOUR OF SINGLETONS |
| title_sort | influence of reference groups on the buying behaviour of singletons |
| topic | consumer behaviour reference groups singletons suscep-scale. |
| url | https://myecommerecejournal.com/wp-content/uploads/2022-issue2/2mecj2022-64-68.pdf |
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