A number of studies revealed that the role of women both as influencer and independent decision-maker is becoming increasingly important in the buying decision involving the purchase of a passenger vehicle. In today's highly competitive South-African motor vehicle market it is becoming vital...

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...