M.Com. (Economics) / The South-African motor-cycle industry has experienced a constant decline in sales since 1981, that is, a drop from 84 000 units sold during 1981 to an expected sales figure of 24 000 units for 1985. This decline in sales poses a threat to the profitability and 'survival of the motor-cycle industry in South-Africa. Up to this point in time the marketing efforts of the motor-cycle industry were mainly directed towards the White consumer market. In order to bring about an upturn in motor-cycle sales, this study looked into the feasibility of a marketing effort, by the motor-cycle industry, aimed at the Black consumer market. The execution of such a feasibility study necessitated the gathering of information relating to the views and preferences of Blacks with regard to motor-cycles. Information was collected by distributing questionnaires to a random sample of Blacks in region nineteen according to the Standard code list for statistical main regions and regions, magisterial districts, cities, towns and non-urban areas. The potential of the Black market has been disregarded by the motor-cycle industry because of the belief that Blacks are apposed to motor-cycles as a result of their cultural traditions.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:uj/uj:12292 |
| Date | 15 September 2014 |
| Source Sets | South African National ETD Portal |
| Detected Language | English |
| Type | Thesis |
| Rights | University of Johannesburg |
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