MNM2615
Assignment 1
Semester 2
2025
,MNM2615 – Assignment 01
Student Name: [Your Name]
Student Number: [Your Student Number]
Module: MNM2615 – Consumer Behaviour
Semester: 2, 2025
Table of Contents
1. Introduction
2. Background of the SME/SMME
3. Demographic Segmentation and Application
3.1 Definition of Demographic Segmentation
3.2 Application to the SME
3.3 Impact of Demographic Variables on Marketing Efforts
4. African Consumer Culture and Cultural Influences
4.1 Evaluation of African Consumer Culture
4.2 Cultural Factors in African Communities
4.3 Cultural Factors in the SME Context
5. Population Dynamics and Marketing Implications
5.1 Theoretical Explanation of Population Dynamics
5.2 Population Structure and Marketing Adjustments
6. Conclusion
7. References
, Case Study SME: Sweet Treats Bakery
1. Introduction
Consumer behaviour is one of the most critical areas of study for small and medium-sized
enterprises (SMEs) in Africa. Unlike large corporations that often have access to extensive
resources, SMEs survive and thrive by closely understanding and responding to their
customers’ demographic characteristics, cultural influences, and population trends (Klopper &
North, 2011:12). In the African context, consumer behaviour is shaped not only by economic
factors but also by community values, traditions, and the rapidly changing population structure.
This assignment applies concepts from MNM2615 Learning Units 1–3 to the case of Sweet
Treats Bakery, a family-owned SME in my neighbourhood. The assignment begins with the
bakery’s background, before applying demographic segmentation, African consumer culture,
and population dynamics to demonstrate how theory translates into real-life practice. The study
highlights that SMEs need to strike a balance between respecting cultural traditions and
adapting to modern consumer trends such as digital marketing and health-conscious lifestyles.
2. Background of the SME/SMME
Sweet Treats Bakery was established in 2018 by Mrs. A. Njoroge in a suburban area with a
growing middle-income population. The bakery started as a small home-based operation but
quickly grew into a shop serving walk-in customers as well as online orders via WhatsApp and
Instagram. It employs eight staff members, including bakers, shop assistants, and delivery staff.
The product range includes daily essentials such as bread, traditional African pastries such as
mandazi, and premium offerings such as customised birthday and wedding cakes. The business
serves a broad market segment: children who buy snacks on their way to school, professionals
who order cakes for events, and families who buy bread and pastries for daily meals.
The bakery competes with larger supermarkets and informal vendors. However, it differentiates
itself through its focus on quality, personalised service, and cultural relevance. For example,
during festive seasons such as Christmas and Ramadan, the bakery introduces themed cakes
and pastries, which strengthen its cultural and community connections. This makes Sweet
Treats Bakery an ideal case for applying consumer behaviour theories.
3. Demographic Segmentation and Application
3.1 Definition of Demographic Segmentation
Assignment 1
Semester 2
2025
,MNM2615 – Assignment 01
Student Name: [Your Name]
Student Number: [Your Student Number]
Module: MNM2615 – Consumer Behaviour
Semester: 2, 2025
Table of Contents
1. Introduction
2. Background of the SME/SMME
3. Demographic Segmentation and Application
3.1 Definition of Demographic Segmentation
3.2 Application to the SME
3.3 Impact of Demographic Variables on Marketing Efforts
4. African Consumer Culture and Cultural Influences
4.1 Evaluation of African Consumer Culture
4.2 Cultural Factors in African Communities
4.3 Cultural Factors in the SME Context
5. Population Dynamics and Marketing Implications
5.1 Theoretical Explanation of Population Dynamics
5.2 Population Structure and Marketing Adjustments
6. Conclusion
7. References
, Case Study SME: Sweet Treats Bakery
1. Introduction
Consumer behaviour is one of the most critical areas of study for small and medium-sized
enterprises (SMEs) in Africa. Unlike large corporations that often have access to extensive
resources, SMEs survive and thrive by closely understanding and responding to their
customers’ demographic characteristics, cultural influences, and population trends (Klopper &
North, 2011:12). In the African context, consumer behaviour is shaped not only by economic
factors but also by community values, traditions, and the rapidly changing population structure.
This assignment applies concepts from MNM2615 Learning Units 1–3 to the case of Sweet
Treats Bakery, a family-owned SME in my neighbourhood. The assignment begins with the
bakery’s background, before applying demographic segmentation, African consumer culture,
and population dynamics to demonstrate how theory translates into real-life practice. The study
highlights that SMEs need to strike a balance between respecting cultural traditions and
adapting to modern consumer trends such as digital marketing and health-conscious lifestyles.
2. Background of the SME/SMME
Sweet Treats Bakery was established in 2018 by Mrs. A. Njoroge in a suburban area with a
growing middle-income population. The bakery started as a small home-based operation but
quickly grew into a shop serving walk-in customers as well as online orders via WhatsApp and
Instagram. It employs eight staff members, including bakers, shop assistants, and delivery staff.
The product range includes daily essentials such as bread, traditional African pastries such as
mandazi, and premium offerings such as customised birthday and wedding cakes. The business
serves a broad market segment: children who buy snacks on their way to school, professionals
who order cakes for events, and families who buy bread and pastries for daily meals.
The bakery competes with larger supermarkets and informal vendors. However, it differentiates
itself through its focus on quality, personalised service, and cultural relevance. For example,
during festive seasons such as Christmas and Ramadan, the bakery introduces themed cakes
and pastries, which strengthen its cultural and community connections. This makes Sweet
Treats Bakery an ideal case for applying consumer behaviour theories.
3. Demographic Segmentation and Application
3.1 Definition of Demographic Segmentation
