APME59 Consumer Behaviour and Food Marketing : Brands on Instagram

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APME59 Consumer Behaviour and Food Marketing

Task:

Overview and learning outcomes assessed

By engaging in the researching and writing of this essay, students are expected to develop and demonstrate:

  • knowledge of consumer behaviour theories and models for understanding underlying purchasing mechanism;
  • understanding of the range of factors which influence consumer behaviour;
  • understanding of how marketing stimuli are calibrated to achieve different objectives;
  • ability to identify specific issues related to the analysis of food consumption behaviour;
  • critical skills, by analysing consumer behaviour under different perspectives and theoretical frameworks.

Requirements

You are asked to write an essay on ONE of the following four topics. The word limit is 2000 words, excluding references and appendices.

Essay topics:

  1. How do consumers interact with brands on Instagram? How does this interaction affect their brand attitudes and preferences, brand relationships, and ultimately brand loyalty?
  2. Critically discuss the factors affecting consumer behaviour towards healthy foods and healthy eating. Discuss also some key conceptual frameworks within which these factors have been investigated.
  3. Critically discuss the factors (e.g., values, motives, attitudes) affecting the adoption of a vegan diet. What is the profile of the consumers adopting a strict plant-based vegan diet? What are the possible implications of their choices?
  4. How effective are eco-labels in terms of attracting consumers’ interest and purchase of eco-friendly food products? Why, or why not? Profile the consumers who live a more eco-friendly lifestyle. How do eco-friendly attitudes and/or lifestyles influence eco-friendly food choices?

APME59 Consumer Behaviour and Food Marketing

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