Brand Perception Differences between Generations Y and Z in South Africa

Abstract

This quantitative study investigates whether significant differences exist between Generation Y and Generation Z in South Africa regarding their perception of brand value. While brand perception is widely researched, direct generational comparisons are limited. Data were collected using an online questionnaire based on Kotler’s Brand framework which comprises six elements - Brand Purpose, Positioning, Differentiation, Identity, Trust and Beneficence. A non-probability snowball sample of 100 (n=100) of Generations Y and Z consumers participated in the study. The study is informed by Consumer Culture Theory and The Theory of Planned Behaviour. Internal consistency was assessed using Cronbach’s Alpha, while differences between the two independent groups were analysed using the Mann-Whitney U test. The findings provide limited support for the hypothesis of ‘a significant difference of brand perception between Generations Y and Z in South Africa’. Overall the two generations displayed similar perceptions across most dimensions, with only modest differences observed. Specifically, Generation Z places greater importance than Generation Y on brands demonstrating social responsibility, transparency and beneficence, corresponding to the Brand Purpose, Trust and Beneficence elements of Kotler’s framework.