UGB310: Consumer Psychology ) Business and Marketing - Management Assignment Help

Assignment Task:

Task:

Background Information

This assignment is designed to enable you to build a comprehensive knowledge of key variables which are significant to the understanding of consumer buying behaviour. The following Learning Outcomes will be covered.

LEARNING OUTCOMES: On completion of this module the student should be able to: Knowledge-Based Outcomes

K1 Demonstrate a critical understanding of the different approaches to consumer behavior with an emphasis on the positivist and interpretivist viewpoints.

K2 Evaluate the individual dimensions of consumer behaviour by discussing issues related to the development of relevant contemporary theories.

K3 Discuss the social aspects of consumer behaviour in an era of globalization.

Skills-Based Outcomes

S1 Ability to build a conceptual framework of consumer profiles.

S2 Ability to apply psychological and social dimensions of consumer behaviour.

S3 Ability to develop an effective customer focused strategy.

This is an Individual Assignment Once found only in health food stores, organic food is now a regular feature at most supermarkets, and that has created a bit of a dilemma in consumer purchase decisionmaking. On one hand, you have a conventionally grown apple. On the other, you have one that is organic. Both apples are firm, shiny and red. Both provide vitamins and fiber, and both are free of fat, sodium and cholesterol. Which should you choose? The word "organic" refers to the way farmers grow and process agricultural products, such as fruits, vegetables, grains, dairy products and meat. Organic farming practices are designed to enhance soil and water quality, reduce pollution, provide safe & healthy livestock habitats, enable natural livestock behavior and promote a self-sustaining cycle of resources on a farm. Potential benefits of organic foods include an increase in nutrients & antioxidant properties, a higher content of Omega-3 fatty acids, a lower detectable level of pesticide residue and a lower occurrence of bacteria resistant to antibiotic treatment compared with conventional produce. UGB310 Consumer Psychology May 2021 Page 3 of 5 Task The entire assignment is to be based on secondary research that can be drawn from various sources including academic reports and news articles. In the context of “buying organics food product”, you are required to discuss the following using appropriate examples:

1. Evaluate the changing consumer perception today, in term of lifestyle, consumption pattern, etc) (1000 words maximum – 25% weightage)

2. Discuss the impact of this evolving trend on the consumer decision making process from need recognition, information search, evaluation of alternatives, purchase and post purchase. (1000 words maximum – 25% weightage)

3. Analyse the key psychological variables (such as personality, attitudes, motivation and learning) that also influence the buying behavior of consumers. (1000 words maximum – 25% weightage)

4. In the view of social and cultural influences, particularly with reference to the post- “Covid-19 era”.

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