The Role that Aesthetics Plays In Influencing Consumer Buying Behaviour: A Study of Cars in South Africa

Abstract

In South Africa, 67.02% of the population is made up of people over the age of 18.These are people that find themselves in need of a motor vehicle to perform their daily tasks. In the process of deciding to buy a specific car, they are influenced by many factors, these factors include the aesthetics of the car. In more recent years, the aesthetics of a car has played more and more an important role in influencing the buying behaviour of consumers. This research study aims to understand the significance that aesthetics plays in influencing consumer buying behaviour through a study of cars in South Africa. Specifically, it looks at understanding the importance that the colour and shape has in influencing their behaviour, and how it affects their perceptions and ultimately their desire to purchase the car. This is a research study that adds on to previous studies that have already been done in and will be a positive contribution to the automobile industry as it will allow them to understand their audiences better, allowing them to create better products as well as market themselves more efficiently. To try and understand the role that aesthetics plays in influencing consumer-buying behaviour, two focus groups were hosted by the researcher. The first focus group consisted of individuals that already own cars and the second focus group consisted of individuals that are currently in the market for a car. Each focus group had its own set of questions that would aid in starting up a conversation and getting relevant data for the study. The results showed that aesthetics in cars does play a big role in the decision-making process of a consumer. Moreover, the study found that the aesthetics of a car affects a consumers personal brand image and the perceptions that society has about them, ultimately affecting and influencing their purchasing decision. The insights gained from this study can further guide the automotive industry and marketers when developing new products and when they are marketing them to their target audience.