Consumer behaviours have changed over the years; this is shown by consumers today purchasing a more healthy variety of products, as information today is known about products that was not known many years ago. Factors such as these, change the way we perceive and value products, as we now are more knowledgeable as well as manufacturers having by law to print the ingredients and content of the products ingredients on the back of most food products, allowing consumers to become more educated. The typical consumer today watches what they eat; they are more aware and exposed to factors that have brought about change in consumer behaviours.
Factors such as personal, psychological and social factors have a huge impact on consumer behaviour. From the family unit, to the lifestyles we now adopt, comes decisions influenced by our peers, experiences and knowledge. The ability to now have information right at our finger tips provokes people to know exactly what they are consuming, and whether or not they are a health risk to them or their families. While we as consumers can all access information on most of the products we buy, we also have the government, manufacturers and consumer groups that promote the health risk associated with products we consume. For example, an advertisement campaign by the health department will promote the health risk associating with smoking and a consumer group such as the ACA will publish in their magazine the health hazard linked with gene modification. The roles of the government and consumer groups are all widely linked and aim to inform the public consumer about the safety of products.
Consumers today tend to purchase differently then they did 10 years ago. As we grow older with every new generation, our values and perceptions change, which is indicative of the way in which we purchase our goods and services. Consumers are concerned about what they buy, from household goods to genetically modified food. As this generation is more health concise, we make decisions based on the quality of the product and decide whether consuming this product will be good for our body and mind, or what the consequences will be if we purchase and consume this product. These are the questions we as consumers are continually asking ourselves when we purchase goods, as we live in an age were health is vital and we relate a healthy lifestyle to a healthy mind, were the slogan of “you are, what you eat” is not just an advertisement campaign but a way of life.
Many factors contribute to the change in consumer habits. They come under three major points: personal, physiological and social. It’s not just what we watch on television and listen to on radio stations. We as consumers are living in the “information age” were we are more aware of what is happening around the world and kept up to date with current events. With such media vehicles such as the internet being the number one information source of the new age, we are being largely exposed to a number of advertisements and campaigns that influence what we buy and how we buy it.
The Government and certain consumer groups are an essential part of communicating to the consumers, to understand why such issues of gene modification are a problem to our health and or lifestyles. But also being a resource for obtaining information on burning issues such as these, to better make the consumers aware of possible risks involved in purchasing these products that have been for example: genetically modified.
2.0 Background Research
Consumers today are very largely involved with the concept of healthy lifestyles and very concisely purchase products that are healthy for them and their family. A healthy body is perceived as a healthy mind and this is a vital part of consumer’s way of thinking. The issues that have been raised in today’s society are things such as the American obesity epidemic and the obesity rate in Australia. These...
References: Roy Morgan Research Group, Viewed on 20th of March 2007
AC Nielson Market Research Group, Viewed on 23rd of March 2007< www.acnielson.com.au>
Neal, C. Quester, P. & Hawkins, D. 2004, Consumer Behaviour: Implications for Marketing Strategy, 4th Edition, McGraw-Hill Australia Pty Ltd.
Choice (ACA) Magazine website online, Viewed of the 20th of March 2007
Journal of Consumer Research, Viewed on 20th of March 2007
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