MNM2605
ASSIGNMENT 2 SEMESTER 1 2025
UNIQUE NO. 784493
DUE DATE: 12 MAY 2025
, MNM2605 Assignment 2 Semester 1 2025 (784493) - DUE 12 May 2025
(8 marks theory + 8 marks application = 16 marks)
QUESTION 1(a): External and Internal Influences on Mike’s Purchase Decision
External Influences
1. Cultural Factors
o Theory: Culture shapes consumer behaviour through values, traditions, and
accepted norms. These guide what products are considered meaningful or
appropriate in certain situations.
o Application: In Mike’s culture, it may be customary to celebrate
achievements with meaningful gifts. Buying a camera for Edgar’s birthday
supports this tradition and shows recognition of his creative passion.
2. Social Factors
o Theory: Social groups such as family, friends, or colleagues influence what
products people buy. People often seek approval or follow the trends of those
around them.
o Application: Edgar is part of a university environment where his friends may
use Nikon cameras. Their recommendations and shared interests in
photography might influence Mike to buy a similar brand for his son.
3. Economic Factors
o Theory: A consumer’s purchasing power, income level, and general
economic conditions affect the type and brand of products they choose.
o Application: Since Mike can afford a quality camera, he may select a more
advanced Nikon model, ensuring it supports Edgar’s long-term creative
needs.
ASSIGNMENT 2 SEMESTER 1 2025
UNIQUE NO. 784493
DUE DATE: 12 MAY 2025
, MNM2605 Assignment 2 Semester 1 2025 (784493) - DUE 12 May 2025
(8 marks theory + 8 marks application = 16 marks)
QUESTION 1(a): External and Internal Influences on Mike’s Purchase Decision
External Influences
1. Cultural Factors
o Theory: Culture shapes consumer behaviour through values, traditions, and
accepted norms. These guide what products are considered meaningful or
appropriate in certain situations.
o Application: In Mike’s culture, it may be customary to celebrate
achievements with meaningful gifts. Buying a camera for Edgar’s birthday
supports this tradition and shows recognition of his creative passion.
2. Social Factors
o Theory: Social groups such as family, friends, or colleagues influence what
products people buy. People often seek approval or follow the trends of those
around them.
o Application: Edgar is part of a university environment where his friends may
use Nikon cameras. Their recommendations and shared interests in
photography might influence Mike to buy a similar brand for his son.
3. Economic Factors
o Theory: A consumer’s purchasing power, income level, and general
economic conditions affect the type and brand of products they choose.
o Application: Since Mike can afford a quality camera, he may select a more
advanced Nikon model, ensuring it supports Edgar’s long-term creative
needs.
