MNM2506 ASSIGNMENT 2 – SEMESTER 2
LUXURY GOODS
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, INTRODUCTION
All customers have needs, wants, desires, and drives that motivate their buying behaviour
decision-making process towards the purchase of products. (Roberts-Lombard & Parumasur,(2017:
6)).
In this assignment I will analyse the individual factors that will have an influence Julia’s behaviour
toward her decision to purchase the Mahlangu L shoes and help the Mahlangu L management
understand which factors of their market offering would affect the spread and diffusion of the
brand. Further in the assignment I will explain the different functions of attitude and how the
Mahlangu brand can use these attitudes to their advantage to influence the purchase decision of
their target audience. I lastly explain the needs that motivates the customers to purchase products
by using Maslow’s hierarchy of needs theory to help the reader understand the importance of the
buying process of customers in chronological order.
1 QUESTION 1
A) INDIVIDUAL FACTORS
Julia has a professional lifestyle in the dynamic environment of Unisa encourages Julia to adapt to
new students and trends frequently. The university employees are qualified and admirable
individuals who require the respect and trust of the students. Therefore, the employees should
have a professional and approachable appearance. The Mahlangu L shoes are made from leather,
known to be a timeless fashionable trend, and will add sophistication to Julia's style and
appearance. Her personality will guide her behaviour towards the purchase to increase her self-
worth, status, and image.
The celebrity ambassadors wearing the products reflect a positive attitude towards the brand and
its products. Celebrities are inspirational, and many people strive to share the same values.
Celebrities' positive attitude toward the brand influences Julia's perception. She perceives that the
brand will give her status, trust that the products are good quality and that the shoes will meet her
similar values.
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LUXURY GOODS
-i -
, INTRODUCTION
All customers have needs, wants, desires, and drives that motivate their buying behaviour
decision-making process towards the purchase of products. (Roberts-Lombard & Parumasur,(2017:
6)).
In this assignment I will analyse the individual factors that will have an influence Julia’s behaviour
toward her decision to purchase the Mahlangu L shoes and help the Mahlangu L management
understand which factors of their market offering would affect the spread and diffusion of the
brand. Further in the assignment I will explain the different functions of attitude and how the
Mahlangu brand can use these attitudes to their advantage to influence the purchase decision of
their target audience. I lastly explain the needs that motivates the customers to purchase products
by using Maslow’s hierarchy of needs theory to help the reader understand the importance of the
buying process of customers in chronological order.
1 QUESTION 1
A) INDIVIDUAL FACTORS
Julia has a professional lifestyle in the dynamic environment of Unisa encourages Julia to adapt to
new students and trends frequently. The university employees are qualified and admirable
individuals who require the respect and trust of the students. Therefore, the employees should
have a professional and approachable appearance. The Mahlangu L shoes are made from leather,
known to be a timeless fashionable trend, and will add sophistication to Julia's style and
appearance. Her personality will guide her behaviour towards the purchase to increase her self-
worth, status, and image.
The celebrity ambassadors wearing the products reflect a positive attitude towards the brand and
its products. Celebrities are inspirational, and many people strive to share the same values.
Celebrities' positive attitude toward the brand influences Julia's perception. She perceives that the
brand will give her status, trust that the products are good quality and that the shoes will meet her
similar values.
-1-
