HOPEACADEMY
MANCOSA: Logistics and
Material Handling
DUE JULY 2025
2025
PROGRAMME Higher Certificate in Supply Chain Management
MODULE Logistics and Material Handling
YEAR One (1)
INTAKE January 2025
MARKS 60
0 7 6 4 0 3 1 2 2 9
, PROGRAMME Higher Certificate in Supply Chain Management
MODULE Logistics and Material Handling
YEAR One (1)
INTAKE January 2025
MARKS 60
Question 1
Explain in detail the different perceptions of value among customers by referring
to relevant and
practical examples.
Customers see value in different ways depending on their needs, preferences, and
experiences. Businesses must understand these differences to offer products and
services that match customer expectations.
1. Functional Value
Functional value is about how useful a product is. Customers who focus on this
want products that solve their problems efficiently. For example, a washing
machine that cleans clothes quickly and saves water has high functional value.
Kotler and Armstrong (2018, p. 215) explain that customers judge functional value
based on performance and reliability.
2. Emotional Value
Some customers buy products because of how they make them feel. A luxury
handbag may not be necessary, but it gives the owner a sense of pride and
confidence. Geertz (1973, p. 89) states that cultural and emotional connections
influence buying decisions.
3. Social Value
Social value comes from how a product affects a person’s status or relationships.
Owning a high-end smartphone may signal success and modernity. Bourdieu
(1986, p. 101) explains that social class and lifestyle shape purchasing choices.
4. Economic Value
MANCOSA: Logistics and
Material Handling
DUE JULY 2025
2025
PROGRAMME Higher Certificate in Supply Chain Management
MODULE Logistics and Material Handling
YEAR One (1)
INTAKE January 2025
MARKS 60
0 7 6 4 0 3 1 2 2 9
, PROGRAMME Higher Certificate in Supply Chain Management
MODULE Logistics and Material Handling
YEAR One (1)
INTAKE January 2025
MARKS 60
Question 1
Explain in detail the different perceptions of value among customers by referring
to relevant and
practical examples.
Customers see value in different ways depending on their needs, preferences, and
experiences. Businesses must understand these differences to offer products and
services that match customer expectations.
1. Functional Value
Functional value is about how useful a product is. Customers who focus on this
want products that solve their problems efficiently. For example, a washing
machine that cleans clothes quickly and saves water has high functional value.
Kotler and Armstrong (2018, p. 215) explain that customers judge functional value
based on performance and reliability.
2. Emotional Value
Some customers buy products because of how they make them feel. A luxury
handbag may not be necessary, but it gives the owner a sense of pride and
confidence. Geertz (1973, p. 89) states that cultural and emotional connections
influence buying decisions.
3. Social Value
Social value comes from how a product affects a person’s status or relationships.
Owning a high-end smartphone may signal success and modernity. Bourdieu
(1986, p. 101) explains that social class and lifestyle shape purchasing choices.
4. Economic Value
