Abstract
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.