Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/218001 
Year of Publication: 
1988
Citation: 
[Journal:] South African Journal of Business Management [ISSN:] 2078-5976 [Volume:] 19 [Issue:] 3 [Publisher:] African Online Scientific Information Systems (AOSIS) [Place:] Cape Town [Year:] 1988 [Pages:] 121-125
Publisher: 
African Online Scientific Information Systems (AOSIS), Cape Town
Abstract (Translated): 
The acceptance of the marketing concept and the implementation of the principles on which it is based presupposes a thorough knowledge of market needs. If the marketing concept is applied at retail level in the South African motor industry, one should be able to assume that there is a high degree of agreement regarding the perceptions of consumers and sales personnel of what is important to a purchaser when buying a motor vehicle. The validity of this statement was tested by means of the following null-hypothesis: There is no difference with regard to the relative importance attached to different evaluation criteria between consumers and sales personnel, with the purchase of a passenger vehicle. Information provided by 902 consumers and 200 sales personnel revealed that significant differences (p 0,01) exist between the two groups with regard to 35 evaluation criteria and a further four criteria on the 0,05 level. The null-hypothesis is thus rejected with regard to 39 evaluation criteria in favour of the alternate hypothesis.
Persistent Identifier of the first edition: 
Creative Commons License: 
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Document Type: 
Article

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