Question 2 (Marks: 45) THE OLIVER FAMILY CASE STUDY The Oliver family is a middle-class family living in Durban. Mr. Oliver has been a loyal customer of Vodacom for the past five years. He has cell phone contacts for himself, his wife and their two teenage children. For the past five years he has chosen contracts that include Nokia phones and free minutes, with SMS bundles as their family only needs to make calls and text messages. Recently, Mr. Oliver discovered that his bill at the end of the month was substantially more than usual. Upon investigation he found that it was due to him and his children accessing the Internet from their phones, which of course uses data. As a result, the Oliver family discovered they needed contracts that would provide them with data packages and smart phones. Mr. Oliver then discovered that MTN has a special offer that includes: four Samsung Galaxy phones, with unlimited data, for the price of two. This was the best option for the Oliver family's needs and as a result, they changed their service provider and brand of cell phone. Q.2.1 Identify three circumstances that gave rise to the need recognition experienced (6) by Mr Oliver. Q.2.2 Explain the three needs below and give an example for each of a product that (12) meets that need: - functional needs - social needs - emotional needs (C) The Independent Institute of Education (Pty) Ltd 2023 Page 3 of 7 23;24 2023 Q.2.3 Is the case study referring to a generic goal? Justify your answer. (2) Q.2.4 Apply the case study and the Oliver family's needs to the Consumer Hierarchy of (20) of brand needs and motivate your choice through use of the case study examples. Please note: This question does not require Maslows Hierarchy of needs to be discussed. Q.2.5 Discuss 5 reasons why you believe Mr Oliver has changed from Vodacom to MTN