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Correction Assignment Consumer Behaviour

This document contains an assignment for a Consumer Behaviour course at Tunis Business School. The assignment asks students to reflect on questions related to how sensory perceptions influence marketing. It provides context and suggestions for answering questions about [1] packaging recommendations for premium chocolate considering sight and scent, [2] implications of declining sensory abilities with age for elderly target markets, [3] how the sense of touch influences reactions to products, [4] the most influential sense in product perceptions, and [5] the amount of change in price, package size or logo needed for a favorite brand to be noticed. Students are directed to additional readings and concepts like absolute threshold and just-noticeable difference to inform their responses.

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Hassen Omri
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325 views

Correction Assignment Consumer Behaviour

This document contains an assignment for a Consumer Behaviour course at Tunis Business School. The assignment asks students to reflect on questions related to how sensory perceptions influence marketing. It provides context and suggestions for answering questions about [1] packaging recommendations for premium chocolate considering sight and scent, [2] implications of declining sensory abilities with age for elderly target markets, [3] how the sense of touch influences reactions to products, [4] the most influential sense in product perceptions, and [5] the amount of change in price, package size or logo needed for a favorite brand to be noticed. Students are directed to additional readings and concepts like absolute threshold and just-noticeable difference to inform their responses.

Uploaded by

Hassen Omri
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Course : Consumer Behaviour Institution 

: Tunis Business School

Responsible for the course : Dr. Bouthaina M’saad Department : Business Administration

Assignment 1 : Chapter 2 : Perception Level : Junior

Univ year : 2021/2022

Reflection Questions

1. Imagine you are the marketing consultant for the package


design of a new brand of premium chocolate.​
What recommendations would you make regarding sight and
scent?​

In order to design a packaging for a


premium chocolate we need to follow
these steps

1. Analyse the actual situation

● competitive benchmarking
● studying the preference of your target and their expectations
● Learning about new trends in chocolate ( read the opinions of
experts)

2. The conception
Identify your add value as a new brand comparing to the competitors

3. Package development and test

In this step you need to build a first prototype and test it with target
(qualitative research is recommended or ANOVA)

4. The final version according to the result of the test

SOME IDEAS

As you know packaging should tell its story through creative images,
content and its value proposition.

Here are this year’s top four trends in chocolate packaging that we have seen so
far:

1.Sustainability

2. Innovation

3. Nostalgia

4. Minimalism/Maximalism

No best answer….it depends on your justification ( your target)

2. Some studies suggest that as we age, our sensory


detection abilities decline. What are the implications of
this phenomenon for marketers who target elderly
consumers? ​
Read
https://www.acrwebsite.org/volumes/8729/volumes/v30/NA-30
(The association for consumer research ACR)

Take into account the absolute threshold

3. How has your sense of touch influenced your reaction to a


product? ​

Read https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6678767/

Since a sense of touch has historically provided a means of


communication of positive or negative emotions. it is not
surprising that touch cues derived or perceived from a food product or
its packaging can elicit emotional responses when consumers explore
or consume the product. In the presence of touch cues from a product, the
perceived quality, performance, and usefulness of the product, as well as
connotations associated with it, have been observed to evoke specific
emotional responses to the product. Consumer interaction with a product via
touching could provide a sense of pleasure and comfort from a tangible
object.

4. Which of your senses do you feel is most influential in your


perceptions of products? ​

Free answer

5. How much of a change would be needed in a favorite


brand’s price, package size, or logo would be needed for you
to notice the difference?

● Take into account the differential threshold and more


specifically JND
● Make hypothesis to determine if the objective of the
company is to hide or to notice the difference

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