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MNM2605 ASSIGNMENT 04 FOR SEMESTER 2 MW MOTORS MW Motors – a manufacturer of quality vehicles for the young at heart – was founded in 1924 and is China's oldest manufacturer of motor vehicles. Annually, over 2,1 million MW vehicles are produced b$2.87
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MNM2605 ASSIGNMENT 04 FOR SEMESTER 2 MW MOTORS MW Motors – a manufacturer of quality vehicles for the young at heart – was founded in 1924 and is China's oldest manufacturer of motor vehicles. Annually, over 2,1 million MW vehicles are produced b
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Course
Consumer Behaviour (MNM2605)
Institution
University Of South Africa (Unisa)
Book
Consumer Behaviour 4e
MNM2605 ASSIGNMENT 04 FOR SEMESTER 2
MW MOTORS
MW Motors – a manufacturer of quality vehicles for the young at heart – was founded in 1924 and is China's oldest manufacturer of motor vehicles. Annually, over 2,1 million MW vehicles are produced by manufacturing and assembly operations loca...
MNM2605 ASSIGNMENT 02 SEMESTER 02 2024 Discuss any four (4) individual factors that will influence Julia’s decision as to whether or not she will purchase a pair of Mahlangu L shoes. Provide a prac...
BSW2604 Assignment 2 (QUALITY ANSWERS) 2024EXAM QUESTIONS AND cOMPLETE WELL EXPLAINED ANSWERS WITH RATIONALE 100% CORRECT VERIFIED BY EXPERTS AND GRADED A+ LATEST UPDATE 2024[ALREADY PASSED]
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Consumer Behaviour (MNM2605)
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BMZ ACADEMY
THE BMZ ACADEMY
@061 262 1185/068 053 8213
BMZ ACADEMY 061 262 1185/068 053 8213
, BMZ ACADEMY
ASSIGNMENT 04 FOR SEMESTER 2
Introduction
Understanding consumer behaviour is essential for businesses to develop effective
marketing strategies. This report addresses various concepts of consumer behaviour
and marketing strategy applied to the fictitious MW Motors case. It includes an
exploration of attitude functions, segmentation strategies, target market approaches,
repositioning factors, decision-making processes, and types of online users. Through
theoretical insights and practical examples, this analysis highlights how MW Motors
can enhance its competitive edge and customer engagement.
Question 1
(a) There are four (4) major functions that attitudes perform. Identify and discuss
each function of attitude and provide an example, based on the case study.
According to Kotler and Keller (2009) attitudes serve various functions for consumers.
These functions can be categorised as utilitarian, ego-defensive, value-expressive,
and knowledge functions:
Utilitarian Function
BMZ ACADEMY 061 262 1185/068 053 8213Page 2 of 15
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