MNM2605/101/3/2022

Tutorial Letter 101/3/2022

Consumer Behaviour
MNM2605

Semester 1 and 2

Department of Marketing and Retail

Management

This tutorial letter contains important information about your module.

BARCODE
 CONTENTS
Page

1 INTRODUCTION .......................................................................................................................... 3
2 PURPOSE AND OUTCOMES ...................................................................................................... 4
2.1 Purpose ........................................................................................................................................ 4
2.2 Outcomes ..................................................................................................................................... 4
3 CURRICULUM TRANSFORMATION ........................................................................................... 4
4 LECTURER AND CONTACT DETAILS ....................................................................................... 4
4.1 Lecturer ........................................................................................................................................ 4
4.2 Lecturer availability ....................................................................................................................... 5
4.3 University ...................................................................................................................................... 5
5 RESOURCES ............................................................................................................................... 6
5.1 Prescribed book(s) ........................................................................................................................ 6
6 STUDENT SUPPORT SERVICES ................................................................................................ 7
7 STUDY PLAN ............................................................................................................................... 8
8 ASSESSMENT ........................................................................................................................... 10
8.1 General remarks ......................................................................................................................... 10
8.2 Assessment plan ........................................................................................................................ 10
8.3 Assignment due dates ................................................................................................................ 11
8.4 Submission of assignments ........................................................................................................ 11
8.5 The assignment .......................................................................................................................... 11
8.6 Practice assignment.................................................................................................................... 12
8.7 Feedback on assignments .......................................................................................................... 12
8.8 Final mark ................................................................................................................................... 12
9 ACADEMIC DISHONESTY ........................................................................................................ 13
9.1 Plagiarism ................................................................................................................................... 13
9.2 Cheating ..................................................................................................................................... 13
9.3 More information about plagiarism can be downloaded on the link below ................................... 13
10 STUDENT WITH DISABILITY .................................................................................................... 13
11 FREQUENTLY ASKED QUESTIONS ........................................................................................ 13
12 IN CLOSING ............................................................................................................................... 14
13 ADDENDUM ............................................................................................................................... 15
ADDENDUM A – PAGE REFERENCE GUIDE ...................................................................................... 15

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Dear Student

1 INTRODUCTION
Welcome to Consumer Behaviour.

The field of consumer behaviour is extremely dynamic and challenging. The learning content and
activities contained in this module will provide you with opportunities to explore the latest
developments in this field and help you to discover the field of consumer behaviour as it is
practised today. The aim of this module is to enable you to gain better insight into, and
understanding of, the principles of consumer behaviour. It is, therefore, necessary to study the
nature of consumer behaviour; external and group factors; internal and individual factors that
influence consumer behaviour; consumer decision-making; organisational buyer behaviour, as
well as marketing activities directed at influencing consumer behaviour.
You will receive several tutorial letters during the semester. A tutorial letter is our way of
communicating with you about teaching, learning and assessment. Tutorial Letter 101 – this
tutorial letter – contains important information about the scheme of work: a study plan, the
assignments and guidelines for completing and submitting the assignments for this module. We
also indicate the prescribed study material and other resources, as well as how to obtain these.
We have also included general information about this module, as well as administrative
guidelines. We urge you to read this tutorial letter carefully and keep it at hand when working
through the study material, completing the assignments, preparing for the examination and
directing questions to your lecturers.

From the outset, we would like to emphasise that you must read all the tutorial letters that you
receive during the semester immediately and carefully.

Because this is a continuous assessment module, you will need to use myUnisa to study and
complete the learning activities for this course. You will therefore need to visit the module site on
myUnisa for MNM2605 frequently. The site for your module is MNM2605-22-S1 for semester 1
and MNM2605-22-S2 for semester 2.

We hope that you will enjoy this module and wish you all the best!

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2 PURPOSE AND OUTCOMES
2.1 Purpose

The purpose of this module is to enable you to gain knowledge of consumer behaviour and the
key terms, concepts and theories of consumer behaviour, as well as to be able to evaluate, select,
gather evidence and then apply the gathered information in the consumer behaviour context.
2.2 Outcomes

For this module, you will have to master several outcomes:

 Demonstrate a detailed knowledge of consumer behaviour and different forms of knowledge,

school of thoughts and an ability to apply the key terms, concepts, facts, principles, rules
and theories of consumer behaviour to unfamiliar but relevant contexts. You should also
demonstrate knowledge and awareness of how consumer behaviour relates to other fields,
disciplines or practices.

 Demonstrate an ability to evaluate, select, gather evidence and apply appropriate methods,
solutions, procedures or techniques in processes of investigation or application based on
evidence and procedures in the consumer behaviour context.

3 CURRICULUM TRANSFORMATION
Unisa has implemented a transformation charter based on five pillars and eight dimensions. In
response to this charter, we have placed curriculum transformation high on the teaching and
learning agenda. Curriculum transformation includes the following pillars: student-centred
scholarship, the pedagogical renewal of teaching and assessment practices, the scholarship of
teaching and learning, and the infusion of African epistemologies and philosophies. These pillars
and their principles will be integrated at both programme and module levels as a phased-in
approach. You will notice a marked change in the teaching and learning strategy implemented by
Unisa, together with how the content is conceptualised in your modules. We encourage you to
embrace these changes during your studies at Unisa in a responsive way within the framework
of transformation.

4 LECTURER AND CONTACT DETAILS

4.1 Lecturer

The primary lecturer for this module is Mr William Mmatli:

Address: Nkoana Simon Radipere Building, Muckleneuk Campus

Office number: 5-61
Telephone: 012 429 4823
E-mail: mmatlmw@unisa.ac.za
Alternative e-mail: marketing@unisa.ac.za

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4.2 Lecturer availability

The lecturer for this module will be available to take phone calls and address email queries on
academic matters. Due to COVID-19 the lecturer’s availability on campus is restricted and
students should arrange with the lecturer before visiting the campus to avoid disappointment.
Online meetings are preferred. The days and times of lecturer’s availability will be communicated
in the module page on myUnisa. These days and times are subject to change from time to time
in order to accommodate the lecturer’s work schedule and other commitments.

Please note that lecturers should only be contacted for academic enquiries, that is, enquires
about the content of the module. If you want to enquire about your student account or whether
or not we have received your assignment, please refer to section 3.3 below. Letters to
lecturers may NOT be enclosed with assignments.

4.3 University

Administrative enquiries concerning fees, receipt of assignments, examination dates etc. should
be directed to the relevant administrative departments as indicated below.

Communication with the administrative departments of the University

If you need to contact the University about matters not related to the content of this subject, please
consult the booklet Study @ Unisa that you received with your study material. This booklet
contains information on how to contact the University (for example, to whom you can write for
different queries, important telephone and fax numbers, addresses and details of the times certain
facilities are open). Always have your student number at hand when you contact the University.
Please note that all administrative enquiries should be directed to the following:

Student admissions and registrations Study-info@unisa.ac.za

Student assessment administration for assignments Assign@unisa.ac.za
Student assessment administration for examinationExam@unisa.ac.za / examadmission@unisa.ac.za

Despatch: Study material despatch@unisa.ac.za

Finance finan@unisa.ac.za
ICT (myUnisa & myLIfe) MyUnisaHelp@unisa.ac.za
MyLifeHelp@unisa.ac.za

Also study Tutorial letter 301 MRMALL8/2022 for further contact information.

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5 RESOURCES
5.1 Prescribed book(s)

The prescribed books for this module are as follows:

 Brijball, S and Roberts-Lombard, M. 2017. Consumer behaviour. 4th edition. Cape Town:
Juta. ISBN: 9781485102557

 Nieuwenhuizen, C. 2020. Business cases from SA companies. 1st edition. Cape Town:
Juta. ISBN: 9781485130864

Prescribed books can be obtained from the university's official booksellers; see a list of official
booksellers and their addresses in the Study @ Unisa booklet. If you have difficulty in locating
your book(s) at these booksellers, please contact the Prescribed Books Section at 012 429 4152
or e-mail vospresc@unisa.ac.za

A page reference guide has been compiled to link the prescribed book with the relevant sections
in the study guide. This page reference guide can be found in ADDENDUM A.

5.2 Library services and resources information

The Unisa Library offers a range of information services and resources:

 For brief information, go to https://www.unisa.ac.za/library/libatglance

 For more detailed Library information, go to
http://www.unisa.ac.za/sites/corporate/default/Library
 For research support and services (eg Personal Librarians and literature search
services), go to http://www.unisa.ac.za/sites/corporate/default/Library/Library-
services/Research-support

The Library has created numerous Library guides: http://libguides.unisa.ac.za

Recommended guides:

 Request and find library material/download recommended material:

http://libguides.unisa.ac.za/request/request
 Postgraduate information services: http://libguides.unisa.ac.za/request/postgrad
 Finding and using library resources and tools:
http://libguides.unisa.ac.za/Research_skills
 Frequently asked questions about the library:
http://libguides.unisa.ac.za/ask
 Services to students living with disabilities:
http://libguides.unisa.ac.za/disability

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Important contact information:

 Ask a Librarian: https://libguides.unisa.ac.za/ask
 Technical problems accessing library online services: Lib-help@unisa.ac.za
 General library related queries: Library-enquiries@unisa.ac.za
 For queries related to library fines and payments: Library-fines@unisa.ac.za

6 STUDENT SUPPORT SERVICES

The Study @ Unisa website is available on myUnisa: www.unisa.ac.za/brochures/studies

The website has all the tips and information you need to succeed at Unisa.

 Predatory providers of classes and examination support

Please be aware of the existence of multiple fraudulent and predatory providers of classes and
examination guidance to Unisa students. Please note that Unisa does not have agreements with
any of these agencies/schools/colleges to provide tuition or support to our students. Unisa does
not provide these predators with study material, guidelines or your contact information.

These providers may not have the necessary expertise to assist you and often charge exorbitant
fees. If you receive an invitation from any agency or college, it is best to confirm with your lecturer
if the provider is a legitimate Unisa partner.

More information on this is available on the Unisa website.

 First-Year Experience Programme @ Unisa

For many students, the transition from school education to tertiary education is beset with anxiety.
This is also true for first-time students to Unisa – many of our students join Unisa in their second
or third year of study. Unisa is a dedicated open distance and e-learning institution. Unlike face-
to-face/contact institutions, Unisa is somewhat different. It is a mega university, and all our
programmes are offered through a blended learning mode or fully online learning mode. It is for
this reason that we thought it necessary to offer first-time students additional/extended support
so that you can seamlessly navigate the Unisa teaching and learning journey with little difficulty
and few barriers. In this regard we offer a specialised student support programme to students
entering Unisa for the first time. We refer to this programme as Unisa’s First-Year Experience
(FYE) Programme. The FYE is designed to provide you with prompt and helpful information about
services that the institution offers and how you can access information. The following FYE
programmes are currently offered:
· FYE website: All the guides and resources you need to navigate through your first year at Unisa
can be accessed using the following link: www.unisa.ac.za/FYE
· FYE e-mails: You will receive regular e-mails to help you stay focused and motivated.
· FYE broadcasts: You will receive e-mails with links to broadcasts on various topics related to
your first-year studies (eg videos on how to submit assignments online).
· FYE mailbox: For assistance with queries related to your first year of study, send an e-mail to
fye@unisa.ac.za
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7 STUDY PLAN
Below is a study plan that we propose you use to work through the study material. It is, however,
merely a broad guideline and you may adapt it to fit your own particular time schedule. Also refer
to the page reference guide in Addendum A for more details on the main learning areas. Please
see the Study @ Unisa brochure for general time management and planning skills.

Study Topic Time Date to be Main learning areas

unit taken completed
(1st / 2nd
semester)
1 Nature of consumer 6 hours 11 Feb/15 Jul Definition and importance of
behaviour 2022 consumer behaviour; the application
of knowledge of consumer
behaviour; the role and nature of
consumer behaviour in marketing
strategy
2 Creating marketing 6 hours 18 Feb/17 Jul Definition of value; market value of a
value for 2022 product or service; the value metrics
consumers process
3 Market 6 25 Feb/23 Jul Demographical and other market
characteristics hours 2022 characteristics; the evolving trends
in consumer decision-making
4 Culture and 8 4 Mar/1 Aug The dynamic nature of culture;
subculture hours 2022 subculture; cultural values and
society; South African core values;
the measurement of culture
5 Reference groups 8 7 Mar/7 Aug The nature and types of reference
and social class hours 2022 groups; determinants of reference
group influence; social class and
changes in the South African class
structure
6 Personal 8 13 Mar/13 Aug Race; gender; age; the nature and
characteristics, hours 2022 characteristics of personality;
personality and personality theories; influence of
self-concept of personality on lifestyle; the value of
consumers personality to marketers; the self and
self-concept
7 Consumer 10 20 Mar/20 Aug The nature of perception and the
perception and hours 2022 perceptual process; perception and
learning marketing; the nature and elements
of learning; the theories of learning
8 Consumer 10 27 Mar/27 Aug The nature of motivation;
motivation and hours 2022 classification of motives;
attitudes psychographics and the nature of
consumer attitudes; the ABC model
of attitude; the functions of attitudes;
attitude formation and change

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Study Topic Time Date to be Main learning areas

unit taken completed
(1st / 2nd
semester)
9 Consumer 8 hours 2 Apr/2 Sep Consumer analysis and the
decision-making 2022 consumer decision-making process;
process and family buying situations; stages in the
decision-making decision-making process; family or
household decision-making
10 Diffusion of 14 8 Apr/9 Sep Diffusion of innovation; consumer
innovation and the hours 2022 adopter categories and factors
consumer adoption affecting the spread of innovation;
process consumer adoption process and
steps in the adoption process
11 Communication 14 15 Apr/15 Sep Elements of communication and the
and persuasion hours 2022 communication process; elements of
the marketing communication mix;
persuasion and elements of
persuasion
12 Market 8 hours 22 Apr/22 Sep Introduction to market segmentation;
segmentation 2022 the segmentation, targeting and
positioning (STP) process; market
segmentation, targeting, positioning
and repositioning
13 Factors that 8 hours 29 Apr/28 Sep Introduction to consumer loyalty;
influence consumer 2022 brand loyalty and the formation of
loyalty brand loyalty; influence of brand
names on product preference; brand
image; brand loyalty and repeat
buying behaviour; complex decision-
making and brand loyalty; brand
loyalty and vulnerability; stages of
brand loyalty; brand loyalty and
brand segmentation; brand
correlates; models of brand loyalty;
determining the loyal brand segment;
consumer behaviour and brand
types, store types and marketing
implications
14 Value of e- 6 hours 4 May/4 Oct Introduction to the internet; the
commerce in 2022 internet and consumer behaviour
consumer
behaviour

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8 ASSESSMENT

8.1 General remarks

MNM2605 is a “continuous assessment module” and therefore does not make use of a final
examination. Instead, for this module, all of your assignments will contribute towards your final
result. Each of the assignments contributes a certain percentage (indicated as a weight) towards
the final result, so you are able to manage your own learning throughout the semester.

The benefits of continuous assessment include:

 You will not have to complete a final exam for this module
 You will not be in a stressful examination hall with hundreds of other students
 During the semester you will have a good idea of what your final result will be
 Each of the assignments during the semester will ensure that you work though all of the
study material
 Continuous assessment modules do not have a supplementary opportunity, so monitor
your progress carefully to ensure that you pass the module on the first attempt!

There will be a number of assignments for this module all contributing towards your final mark.
All assignments are online assignments which you will complete on myUnisa. Pay attention to the
assessment criteria for each assignment as these criteria will help you to understand what is
required of you.

8.2 Assessment plan

 To complete this module, you will be required to submit four assignments.

 All information on when and where to submit your assignments will be made available to you
via the myUnisa site for your module.

 Due dates for assignments, as well as the actual assignments are available on the myUnisa
site for this module.

 All four assignments are compulsory and will contribute to your year mark.

 Your assignments will comprise of a combination of written (essay) questions and online
Multiple Choice Questions (MCQs).

 The will be no examination for this module, as this is a continuous assessment module, there
is also no supplementary opportunity.

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8.3 Assignment due dates

 There are no assignment due dates included in this tutorial letter.

 Assignment due dates will be made available to you on the landing page of myUnisa for this
module. We envisage that the due dates will be available to you upon registration.
 Please start working on your assignments as soon as you register for the module.
 Log on to the myUnisa site for this module to obtain more information on the due dates for the
submission of the assignments.

8.4 Submission of assignments

 Modules offered by Unisa are either blended (meaning that we use a combination of printed
and online material to engage with you) or online (all information is available via the internet).
In all cases of online engagement, we use myUnisa as our virtual campus.

 From 2022, the myUnisa virtual campus will be offered via a new learning management
system. This is an online system that is used to administer, document and deliver educational
material to you and support engagement with you.

 Look out for information from your lecturer as well as other Unisa platforms to determine how
to access the virtual myUnisa module site.

 Information on the tools that will be available to engage with the lecturer and fellow students
to support your learning will also be communicated via various platforms.

 The University undertakes to communicate as clearly and as frequently as is necessary to

ensure optimum advantage in the use of the new learning management system.

 Additional information on the use of the myUnisa site for the module, as well as features to
engage and communicate with your lecturer and other students will also be made available
via the online site for the module.

 Therefore, log on to the myUnisa site for your module to gain more information on where to
complete and/or upload your assignments and how to communicate with your lecturer.

8.5 The assignment

As indicated in section 8.2, you need to complete four assignments for this module. Details on
the assignments are as follows:

Number Weight Type of assessment

1 15% multiple choice questions
2 25% Written essay-type questions
3 15% multiple choice questions
4 45% Written essay-type questions

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8.6 Practice assignment

There will be a practice assignment available on the myUnisa module page where you can
practice as many times as you want, to see the format of the assignment and how the questions
will be asked. The practice assignment has 5 questions and will be based on study unit 1 and
some general information of the module that can be found in this tutorial letter and your
Study@Unisa brochure. It will be available throughout the whole semester.

8.7 Feedback on assignments

The assignments and the feedback on the assignments are an important part of your learning and
should help you to be better prepared for the next assignment.

8.8 Final mark

The marks obtained for all four compulsory assignments, contribute 100% towards your final
mark, there is no formal examination for this module and no supplementary opportunity. It
is your responsibility to monitor your progress throughout the semester. If you feel that your year
mark is not good enough, contact your lecturer before the next assignment so that you can
improve your performance. The combined weighted averages of your assignment marks must be
50% or higher for you to pass the module.

For example:

Assignment
Assignment name contribution to final Your mark
mark (weight)
Assignment 01 15% 60%
Assignment 02 25% 80%
Assignment 03 15% 40%
Assignment 04 45% 50%

The final mark is calculated as follows:

Final mark = (15% x 60%) + (25% x 80%) + (15% x 40%) + (45% x 50%)
= 09 + 20 + 06 + 22.5
= 57.5%

Refer to Tutorial Letter 301 MRMALL8/2022 for more information.

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9 ACADEMIC DISHONESTY
9.1 Plagiarism
Plagiarism is the act of taking the words, ideas and thoughts of others and presenting them as
your own. It is a form of theft which involves several dishonest academic activities, such as the
following:

 Cutting and pasting from any source without acknowledging the source.
 Not including or using incorrect references.
 Paraphrasing without acknowledging the original source of the information.

9.2 Cheating
Cheating includes, but is not limited to, the following:

 Completing assessments on behalf of another student, copying from another student

during an assessment or allowing a student to copy from you.
 Using social media (eg WhatsApp, Telegram) or other platforms to disseminate
assessment information.
Submitting corrupt or irrelevant files.
 Buying completed answers from “tutors” or internet sites (contract cheating).

9.3 More information about plagiarism can be downloaded on the link below
https://www.unisa.ac.za/sites/myunisa/default/Study-@-Unisa/Student-values-and-rules

10 STUDENT WITH DISABILITY

The Advocacy and Resource Centre for Student with Disability ARCSWiD) provides an
opportunity for staff to interact with new and returning students with disabilities.

 If you are a student with a disability and would like additional support or need additional time
for assessments, you are invited to contact (name and email address of the lecturer must
be inserted) so that you can be assisted.

11 FREQUENTLY ASKED QUESTIONS

The Study @ Unisa booklet contains an A-Z guide of the most relevant study information.

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12 IN CLOSING
Do not hesitate to contact us if you are experiencing problems with the content of this tutorial
letter or with any academic aspect of the module.

We wish you a fascinating and satisfying journey through the learning material and trust that you
will complete the module successfully.

Mr William Mmatli
DEPARTMENT OF MARKETING AND RETAIL MANAGEMENT

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13 ADDENDUM
ADDENDUM A – PAGE REFERENCE GUIDE

Relevant pages in the

Relevant study unit in your 4th edition of the prescribed
MNM2605 STUDY GUIDE book
(Brijball and Roberts-Lombard
2017)
TOPIC 1
INTRODUCTION TO CONSUMER BEHAVIOUR

Study unit 1: Nature of consumer behaviour Chapter 1

1.1 Defining consumer behaviour Pages 2-7

1.2 Importance of consumer behaviour Pages 7–12
1.3 The applications of knowledge of consumer behaviour Pages 12–14
1.4 Role of consumer behaviour in a marketing strategy Pages 14–16
1.4.1 Market analysis Pages 16–18
1.4.2 Market segmentation Pages 18–21
1.4.3 The marketing strategy Pages 21–23
1.4.4 Outcomes of consumer behaviour Pages 23–25
1.5 Nature of consumer behaviour Pages 25–28

Study unit 2: Creating market value for consumers Chapter 2

2.1 Definition of value Page 32

2.2 Market value of a product or service Pages 33–40
2.3 The organisation's perspective of measuring value Pages 42–46

TOPIC 2
EXTERNAL AND GROUP FACTORS THAT INFLUENCE CONSUMER BEHAVIOUR

Study unit 3: Market characteristics Chapter 3

3.1 Demographical characteristics Pages 53–58

3.2 Other market characteristics Pages 58–64
3.3 Developing trends that influence consumer behaviour Pages 64–72

Study unit 4: Culture and subculture Chapter 4

4.1 Nature of culture Pages 77–81

4.2 Dynamic nature of culture Page 81
4.3 Subculture Page 82
4.4 Cultural values and society Pages 83–86
4.5 South African core values Pages 87–92
4.6 Measurement of culture Pages 93–96

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 Relevant pages in the
Relevant study unit in your 4th edition of the prescribed
MNM2605 STUDY GUIDE book
(Brijball and Roberts-Lombard
2017)
Study unit 5: Reference groups and social class
Chapter 5
5.1 Nature of reference groups
5.2 Types of reference group Pages 102–103
5.3 Determinants of reference group influence Pages 103–106
5.4 Social class Pages 106-107
5.5 BMR research on changes in the South African class Pages 107–115
culture Refer to study guide only.

TOPIC 3
INTERNAL AND INDIVIDUAL FACTORS THAT INFLUENCE CONSUMER BEHAVIOUR

Study unit 6: Personal characteristics (chapter 6), Chapters 6 and 10

personality and self-concept of consumers (chapter 10)

6.1 Race Pages 122–124

6.2 Gender Pages 125–132
6.3 Age Pages 132–145
6.4 Nature of personality Pages 202–203
6.5 Characteristics of personality Pages 203–205
6.6 Personality theories Pages 205–207
6.7 Influence of personality on lifestyle Pages 207–209
6.8 Value of personality to marketers Pages 209–211
6.9 Self and self-concept Pages 212–215

Study unit 7: Consumer perception and learning Chapter 7

7.1 Nature of perception Pages 149–150

7.2 Perceptual process Pages 150–154
7.3 Perception and marketing Pages 155–156
7.4 Nature of learning Pages 156–157
7.5 Elements of learning Pages 157–160
7.6 Theories of learning Pages 160–164

Study unit 8: Consumer motivation (chapter 8) and attitudes Chapters 8 and 9

(chapter 9)

8.1 Nature of motivation Pages 168–172

8.2 Classification of motives Pages 172–177
8.3 Psychographics Pages 178–179
8.4 Nature of consumer attitudes Pages 186–187
8.5 ABC model of attitudes Pages 187–189
8.6 Functions of attitudes Pages 189–191
8.7 Attitude formation Pages 191–193
8.8 Attitude change Pages 193–198

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Relevant pages in the

Relevant study unit in your 4th edition of the prescribed
MNM2605 STUDY GUIDE book
(Brijball and Roberts-Lombard
2017)

TOPIC 4
CONSUMER DECISION-MAKING AND DIFFUSION OF INNOVATION

Study unit 9: Consumer decision-making process (chapter Chapters 12 and 13

12) and family decision-making/household decision-making
(chapter 13)

9.1 Consumer analysis Pages 242–244

9.2 Consumer decision-making process Pages 244–245
9.3 Buying situations Pages 245–246
9.4 Stages of the decision-making process Pages 246–257
9.5 Family decision-making or household decision-making Pages 268–277

Study unit 10: Diffusion of innovation and the consumer The topic and sections in this
adoption process study unit are not covered in the
prescribed book. The information
in the study guide is sufficient
and must be studied.
TOPIC 5
MARKETING ACTIVITIES DIRECTED AT INFLUENCING CONSUMER BEHAVIOUR

Study unit 11: Communication and persuasion
The topic and sections in this
study unit are not covered in the
prescribed book. The information
in the study guide is sufficient
and must be studied.

Study unit 12: Market segmentation Chapter 11

12.1 Introduction to market segmentation Pages 219-221

12.2 STP process Page 221
12.3 Market segmentation Pages 221–232
12.4 Targeting Pages 232-233
12.5 Positioning Pages 233–236
12.6 Repositioning Pages 236–237

Study unit 13: Factors that influence consumer loyalty Chapter 15

13.1 Introduction to consumer loyalty Page 305

13.2 Brand loyalty Pages 305–306
13.3 Formation of brand loyalty Pages 309–310
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 Relevant pages in the
Relevant study unit in your 4th edition of the prescribed
MNM2605 STUDY GUIDE book
(Brijball and Roberts-Lombard
2017)
13.4 Influence of brand names on product preference Pages 306–307
13.5 Brand image Pages 307–308
13.6 Brand loyalty and repeat buying behaviour Pages 310–311
13.7 Complex decision-making and brand loyalty Pages 311–312
13.8 Brand loyalty and vulnerability Page 312
13.9 Stages of brand loyalty Pages 312–315
13.10 Brand loyalty and brand segmentation Page 315
13.11 Brand loyalty correlates Pages 318–319
13.12 Models of brand loyalty Pages 319–320
13.13 Determining the loyal brand segment Pages 316–318
13.14 Consumer behaviour and brand types Pages 320–321
13.15 Store loyalty Pages 321–324

Study unit 14: Building relationships with consumers Chapter 16

14.1 Introduction to building relationships Pages 331-332

14.2 Relationship marketing Pages 332–334
14.3 Customer relationship management (CRM) Pages 334–336
14.4 Prerequisites for implementing CRM Pages 336–338
14.5 Social media and CRM Pages 338–342
14.6 Relationship loyalty Pages 342–346
14.7 Limitations of implementing CRM Refer to study guide only.
14.8 Individual customer approach Pages 348–349
14.9 Developing CRM strategies Refer to study guide only.
14.10 Relationships with all stakeholders Pages 349–353

Study unit 15: Value of e-commerce in consumer Chapter 17

behaviour

15.1 Introduction to the internet Pages 359–362

15.2 Internet and consumer behaviour Pages 363–376
15.3 Online consumer behaviour Pages 376–378

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