Assignment Overview:

Question 1

1. Evaluate the changing consumer perception of the consumption of “organic food products” today.

• The precedence of exposure to sensations before perception in relation to the purchase of organic food products
• The possible exposure to the five (5) senses and the application of sensory thresholds in influencing the perception & purchase of organic food products
• The application of “perception concepts” in the communication of information on organic food products
• The relevance of semiotic relationships & positioning strategy in relation to organic food products

Question 2

2. Discuss the impact of this evolving trend on the consumer decision making process for the conscious purchase of organic food products.

• Discuss the five (5) steps of the decision-making process in relation to the purchase of organic food products (high/low involvement purchases)
• Apply concepts related to the five (5) steps of the decision-making process in the purchase of organic food products

(1) Need recognition — current & desired states, closing the gap, creating primary & secondary demand

(2) Information search — internal & external search, incidental & directed learning

(3) Evaluation of alternatives — evoked, inert & inept sets, categorization, positioning, substitute & exemplar products, evaluation criteria used

(4) Decision-making – heuristics, compensatory & non-compensatory decision-making rules

(5) Post-purchase evaluation — measuring performance against expectations, satisfaction, cognitive dissonance

• Emphasize the “influencing” factors & concepts on the buying process (example: personal or social factors)

Question 3

3(a). Analyze the key psychological variables (such as personality, attitudes, motivation, and learning) that also influence the buying behavior of consumers.

• Describe the application of personality theories to the purchase of organic food products (Freudian theories, Neo-Freudian theories, Trait theories)
• Discuss the usefulness of “brand personality” in relation to the purchase of organic food products
• Apply relevant “lifestyle” concepts and “psychographic segmentation” principles to the purchase of organic food products.

3(b). Analyze the key psychological variables (such as personality, attitudes, motivation, and learning) that also influence the buying behavior of consumers.

• Describe the application of the “functional theory of attitudes” to the purchase of organic food products (utilitarian, value-expressive, ego-defensive, knowledge)
• Discuss the usefulness of the “hierarchy of effects” model in relation to the purchase of organic food products (high/low involvement purchases)
• Apply concepts on the formation & influence of attitudes in the purchase of organic food products (Fishbein Model & other multi-attribute models)

3(c). Analyze the key psychological variables (such as personality, attitudes, motivation, and learning) that also influence the buying behavior of consumers.

• Describe the application of the “motivation process” to the purchase. of organic food products (motivational strength & direction, motivational conflict, type of need)
• Discuss the relevance of “consumer involvement” in relation to the purchase of organic food products
• Apply concepts on the influence of “values” in the purchase of organic food products (instrumental & terminal values, means to an end)

3(d). Analyze the key psychological variables (such as personality, attitudes, motivation, and learning) that also influence the buying behavior of consumers.

• Describe the application of the “learning process” to the purchase of organic food products (classical & instrumental conditioning theories, cognitive & observational learning theories)
• Discuss the role of “memory” in learning in relation to the purchase of organic food products
• Apply concepts on the influence of “memory markers” in the purchase of organic food products

Question 4

4(a). In the view of social and cultural influences, explore the sustainability of future demand in the consumption of “organic food”, particularly with reference to the post-“Covid-19 era”.

• You can relate to the influences of family decision-making, reference groups, conformity and social classes in the consumption of “organic food”
• Discuss the implications of adopter categories influencing the purchase of “organic food”

4(b). In the view of social and cultural influences, explore the sustainability of future demand in the consumption of “organic food”, particularly with reference to the post-“Covid-19 era”.

• Prepare to discuss the issue of whether there will be “a changing trend” in the consumption of “organic food” in relation to “cultural influences” (you may also discuss relevant country-specific issues)
• You can particularly refer to changes in eating habits in the post-“Covid-19 era”
• You can support your arguments with research findings.