University | Management Development Institute of Singapore (MDIS) |
Subject | Consumer Psychology |
Assignment Overview:
Question 1:
Evaluate the changing consumer perception of the consumption of “organic food” 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:
Discuss the impact of this evolving trend on the consumer decision making process for the conscious purchase of “organic food”.
- 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
- Need recognition – current & desired states, closing the gap, creating primary & secondary demand
- Information search – internal & external search, incidental & directed learning
- Evaluation of alternatives – evoked, inert & inept sets, categorization, positioning, substitute & exemplar products, evaluation criteria used
- Decision-making – heuristics, compensatory & non-compensatory decision-making rules
- Post-purchase evaluation – measuring performance against expectations, satisfaction, cognitive dissonance
- Emphasize the “influencing” factors & concepts on the buying process (example: personal or social factors)
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Question 3:
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
Question 4:
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”
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