The effect of reference groups and lifestyle on the buying behaviour of Singletons

Abstract

Numerous studies have been conducted on consumers' buying behaviour, socio-demographics as well as the psychographic dimensions of married people and traditional familial set-ups. Marketers and organisations have, however, overlooked the increasing and profitable Singletons consumer segment. Based on the literature review, it was found that Singletons have financial freedom and greater spending power because as they do not have family constraints and responsibilities. It is of great importance for marketers to identify Singleton consumers and to gain greater insight into this segment. Such knowledge will enable marketers to provide products and services that address the specific needs, wants and preferences of Singletons. This study investigated various concepts including buying behaviour, reference groups, segmentation and lifestyle segmentation in order to identify and describe Singletons. Studying the buying behaviour of Singletons, asking questions such as how, what, where, when and why consumers purchase and consume various products or services, will help marketers to develop appropriate marketing strategies. Effectively segmenting a market will also enable marketers to position their products so that they appeal to the targeted consumer segment. This study hopes to assist marketers and organisations in their efforts to devise marketing strategies that target the Singleton segment more effectively. In order to determine the influence of reference groups and lifestyle on the buying behaviour of Singletons as the primary objective of this study, 12 secondary research objectives were formulated. Various statements pertaining to reference groups were provided by the SUSCEP scale, which were used to determine their effect on the buying behaviour of Singletons. To determine the lifestyle of Singletons, the AIO-approach was used by measuring six lifestyle dimensions in terms of fashion consciousness, cost consciousness, health consciousness, recreations, E-shopping and career orientation. The study used a descriptive research design. Respondents were selected using convenience sampling and the data was collected using a self-administrated questionnaire. A sample size of 207 was realised from respondents in the Johannesburg and Pretoria areas of Gauteng province. The results of the study indicate that Singletons' experience moderately low reference groups effect as well as having a moderately low level of fashion consciousness. Moderately high levels of cost consciousness, health consciousness, recreation, recreation, E-shopping and career orientation were found among the respondents. The study also determined the underlying relationships between the various lifestyle dimensions, as well as the relationships between reference groups and the six lifestyle dimensions. The significant differences in terms of the perceptions of Singletons towards reference groups and the lifestyle dimensions with regard to their demographic differences in terms of age, monthly income, highest level of education and gender were determined. It is recommended that marketers and organisations should focus their efforts and resources on adjusting their marketing strategies so that these are in line with the preferences of Singletons with regard to the lifestyle dimensions of cost consciousness, health consciousness, recreation, E-shopping and career orientation. Marketers can consider the effect of reference groups and lifestyle, along with the difference in perceptions based on the demographic differences to develop effective and efficient marketing strategies and product offerings for Singletons. Recommendations for future research include considering a larger sample size, examining the effect of reference groups and lifestyle of Singletons in a wider geographic area, conducting a comparative study of Singletons in different geographical areas. In order to gain greater knowledge of the lifestyle of Singletons, a wider variety of AIO-statements can be measured. Furthermore, external influences such as culture, family and social class can be used to determine the buying behaviour of Singletons. To improve external validity, a longitudinal research design can be incorporated. Finally, research can be conducted by focusing on one lifestyle dimension and gaining a more profound understanding of a specific dimension (e.g. cost consciousness), and how Singletons perceive these dimensions.