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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 CA$4.08
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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)
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  • 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...

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  • November 18, 2024
  • 15
  • 2024/2025
  • Essay
  • Unknown
  • A+

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  • mnm2605 assignment 04 for semester 2

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  • University of South Africa (Unisa)
  • 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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