MNM2605
EXAM PACK
,CONSUMER BEHAVIOR - MNM2605
MAY/JUNE 2026
EXAM ANSWERS
QUESTION 1
1(a) Four developing trends in consumer behaviour
Consumer behaviour changes as technology, social values, lifestyles and consumer
expectations develop. MW Motors needs to monitor these changes so that its vehicles,
marketing activities and customer services remain relevant.
1. Increased use of digital and online channels
Consumers increasingly use the internet to search for information, compare products,
communicate with companies and make purchasing decisions. This means
organisations need to maintain an effective digital presence and use online platforms to
interact with customers.
Application to MW Motors:
MW Motors is already considering advertising and marketing its vehicles online. This
would allow potential customers in its international markets to obtain information about
vehicle models, features, technology and efficiency without having to visit a dealership.
Its newly established online after-sale service department also reflects the growing
importance of digital communication between consumers and organisations.
2. Demand for personalised products and experiences
Consumers increasingly expect organisations to understand their individual needs and
offer products that correspond with their lifestyles, preferences and personal profiles.
Consumers are therefore less likely to respond positively to a one-size-fits-all approach.
,Application to MW Motors:
MW Motors' research and development division studies customer profiles and
developing trends so that vehicle features and efficiencies can be designed around
customer needs. For example, vehicles can incorporate modern features that appeal to
consumers who want the latest automotive technology.
3. Greater interest in technology, innovation and product efficiency
Consumers are becoming more knowledgeable about products and increasingly look for
innovative features, advanced technology, convenience and efficiency. Technological
development can therefore strongly influence product choice.
Application to MW Motors:
MW Motors operates six research and development centres in Germany, Japan and the
USA. These centres help incorporate style, design and advanced automotive
technologies into MW Motors' vehicles. This enables the organisation to respond to
consumers who are attracted to modern vehicle technology and improved efficiency.
4. Greater consumer involvement and demand for feedback
Consumers increasingly expect organisations to listen to their opinions and respond to
their experiences. Online reviews, feedback platforms and direct communication make it
easier for consumers to influence how organisations improve their products and
services.
Application to MW Motors:
MW Motors recently established an online after-sale service department where
customers can provide feedback about their vehicles and the service they receive. The
company can use this information to identify customer concerns, improve its services
and develop vehicles that better satisfy changing consumer expectations.
QUESTION 1(b)
Four functions of attitudes
, An attitude is a relatively lasting evaluation or feeling that a consumer has towards a
product, brand, person or idea. Attitudes perform four important functions: the utilitarian
function, knowledge function, value-expressive function and ego-defensive function.
1. Utilitarian function
The utilitarian function helps consumers obtain benefits and avoid undesirable
outcomes. Consumers develop positive attitudes towards products that they believe will
provide useful benefits.
Example:
A consumer may develop a favourable attitude towards an MW Motors vehicle because
the vehicle offers useful features, efficiency and modern technology. If the consumer
believes that these features will provide practical benefits, the positive attitude may
influence the decision to purchase an MW vehicle.
2. Knowledge function
The knowledge function helps consumers organise and interpret information about
products and make sense of their environment. Rather than processing every piece of
information from the beginning, consumers can use existing attitudes to evaluate
alternatives.
Example:
A consumer who already has a positive attitude towards MW Motors because of its
reputation as a major international vehicle manufacturer may use this attitude when
evaluating a new MW vehicle. Information about the company's research and
development activities and advanced technology may reinforce the consumer's existing
evaluation.
3. Value-expressive function
The value-expressive function allows consumers to express their personal values,
identity, lifestyle or personality through the products and brands they choose.
EXAM PACK
,CONSUMER BEHAVIOR - MNM2605
MAY/JUNE 2026
EXAM ANSWERS
QUESTION 1
1(a) Four developing trends in consumer behaviour
Consumer behaviour changes as technology, social values, lifestyles and consumer
expectations develop. MW Motors needs to monitor these changes so that its vehicles,
marketing activities and customer services remain relevant.
1. Increased use of digital and online channels
Consumers increasingly use the internet to search for information, compare products,
communicate with companies and make purchasing decisions. This means
organisations need to maintain an effective digital presence and use online platforms to
interact with customers.
Application to MW Motors:
MW Motors is already considering advertising and marketing its vehicles online. This
would allow potential customers in its international markets to obtain information about
vehicle models, features, technology and efficiency without having to visit a dealership.
Its newly established online after-sale service department also reflects the growing
importance of digital communication between consumers and organisations.
2. Demand for personalised products and experiences
Consumers increasingly expect organisations to understand their individual needs and
offer products that correspond with their lifestyles, preferences and personal profiles.
Consumers are therefore less likely to respond positively to a one-size-fits-all approach.
,Application to MW Motors:
MW Motors' research and development division studies customer profiles and
developing trends so that vehicle features and efficiencies can be designed around
customer needs. For example, vehicles can incorporate modern features that appeal to
consumers who want the latest automotive technology.
3. Greater interest in technology, innovation and product efficiency
Consumers are becoming more knowledgeable about products and increasingly look for
innovative features, advanced technology, convenience and efficiency. Technological
development can therefore strongly influence product choice.
Application to MW Motors:
MW Motors operates six research and development centres in Germany, Japan and the
USA. These centres help incorporate style, design and advanced automotive
technologies into MW Motors' vehicles. This enables the organisation to respond to
consumers who are attracted to modern vehicle technology and improved efficiency.
4. Greater consumer involvement and demand for feedback
Consumers increasingly expect organisations to listen to their opinions and respond to
their experiences. Online reviews, feedback platforms and direct communication make it
easier for consumers to influence how organisations improve their products and
services.
Application to MW Motors:
MW Motors recently established an online after-sale service department where
customers can provide feedback about their vehicles and the service they receive. The
company can use this information to identify customer concerns, improve its services
and develop vehicles that better satisfy changing consumer expectations.
QUESTION 1(b)
Four functions of attitudes
, An attitude is a relatively lasting evaluation or feeling that a consumer has towards a
product, brand, person or idea. Attitudes perform four important functions: the utilitarian
function, knowledge function, value-expressive function and ego-defensive function.
1. Utilitarian function
The utilitarian function helps consumers obtain benefits and avoid undesirable
outcomes. Consumers develop positive attitudes towards products that they believe will
provide useful benefits.
Example:
A consumer may develop a favourable attitude towards an MW Motors vehicle because
the vehicle offers useful features, efficiency and modern technology. If the consumer
believes that these features will provide practical benefits, the positive attitude may
influence the decision to purchase an MW vehicle.
2. Knowledge function
The knowledge function helps consumers organise and interpret information about
products and make sense of their environment. Rather than processing every piece of
information from the beginning, consumers can use existing attitudes to evaluate
alternatives.
Example:
A consumer who already has a positive attitude towards MW Motors because of its
reputation as a major international vehicle manufacturer may use this attitude when
evaluating a new MW vehicle. Information about the company's research and
development activities and advanced technology may reinforce the consumer's existing
evaluation.
3. Value-expressive function
The value-expressive function allows consumers to express their personal values,
identity, lifestyle or personality through the products and brands they choose.
