Department of Marketing, School of Business and Economics

Module: MK 3159 – Consumer Behavior (Level 5)

Term: Spring Semester 2023
Type: Written Assignment (1st Summative Assessment, 40% of total mark)
Module Leader: Dr. T. Perrea
Submission Date: consult course outline

LEARNING OUTCOMES:
1. Demonstrate an understanding of consumer behavior concepts.
2. Apply critical thinking to assess consumer issues and potential outcomes.
3. Demonstrate an understanding of the implications of consumer behavior concepts on
developing marketing strategy.

1st Assessment / Project: Individual written assignment

(The term paper assesses learning outcomes: 1, 2, 3)

You will be evaluated on the following:

 Content / Key Points (Evidence of understanding, quality of research) for 60%,
 Critical Thinking (Application of knowledge to the assignment, analysing patterns,
originality of ideas) for 20% and
 Organization & Mechanics
(Structure of responses, Clarity of writing, correct citations) for 20% of the overall
grade.

You will find the Assessment Rubric of criteria at the back of this document, and a more
analytical description of the requirements in the pages that follow.

Required: Considering the behavioral principles discussed in the text and any relevant
empirical data from academic sources and databases, answer the following question (LO:
1,2,3):

Project Brief
 Food innovation is the development, commoditization and commercialization of new
food products, processes, and services. Right now, it’s happening rapidly. Food and
beverage companies are looking for ways to make healthy, nutritious offerings that are
not only enticing, accessible, exciting, and unique, but also sustainable (Fuller, 2016).

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Our current food consumption patterns are unsustainable. The number of people who are food
insecure is increasing, whilst the prevalence of non-communicable diseases (NCDs) remains high
(Yambi et al., 2020). Globally, virtually all countries are affected by some form of malnutrition,
ranging from undernutrition, to overweight and obesity, or micronutrient deficiencies. In the EU,
over half of adults are overweight (Eurostat, 2022), which means there is the risk that no single EU
country will meet the WHO Global noncommunicable diseases target of halting the rise of obesity
by 2025.
At the same time, we are not reducing the environmental impacts of mainstream agri-food
systems fast enough. Food systems account for more than one third of global greenhouse gas
emissions, including CO2, methane and nitrous oxide emissions (Crippa et al., 2021). As the
world’s population grows, increasing demand for food and especially meat will increase
competition for land and drive-up food prices. We face the challenge of producing enough
nutritious food on less land, whilst reducing our environmental impact and ensuring fair economic
value for the agricultural community.
With current food choices, livestock production is one of the most problematic parts of the food
system given the burden on planetary health (Chatham House, 2019; Ritchie, 2021) and
contribution to food system insecurity as a result of decreasing food supply. Feeding staple crops
to animals to produce proteins for human consumption is an inefficient use of resources, as
animals use far more calories of food than they ultimately produce. A more efficient way of
using land and biomass is crucial in order to address the huge challenges we face around energy
use and food security.
The transition to a healthier, more sustainable and resilient food system requires dietary changes
which reduce protein demand from traditional animal sources. Research and innovation on
Protein Diversification or Alternative Proteins is currently heavily examined by transnational R&D
bodies namely EU. The overall aim is the transition from an over-reliance on a limited set of
resource-intensive animal proteins toward a greater variety of lower impact protein ingredients
and food products. This can play an important role in enhancing the resilience of food systems,
contributing to meeting the needs of a growing population and addressing the environmental and
climate impacts of food production and consumption.
Protein diversification or alternative proteins include proteins such as those from plants, algae,
edible insects, and ingredients produced with help of cellular agriculture (e.g. microbial biomass,
microalgae, precision fermentation ingredients, cultivated animal cells, plant cell cultures). The
aforementioned ingredients may mimic animal derived meat and dairy products and have the
potential to offer further opportunities for nutritious products with a lower environmental
footprint. In this effort, researchers study ways that alternative proteins can match animal
products in terms of taste, price and accessibility, as to help consumers to shift consumption
patterns toward a more balanced diet (Onwezen et al., 2021).
 Against this background, consider the Germany-based company, the Eaden Project that
has developed the technology that will close the gap between plant and animal meats,
allowing for the scalable production of plant-based steak that mimics animals in every
way while substantially reducing the carbon footprint of animal agriculture. In particular,
the company has established a fiber-spinning technology—used in the textile, aerospace,
and IT industries—to create vegan meat using pea protein that is spun into threads that
are just 100 micrometers thick. These protein strands are bundled together with
vegetable fat to create a marbled vegan meat that mimics animal muscle.
 Bearing in mind the above, consider the Eaden Project Company that has launched
into the market the Vegan Steak. Consider also the scenario of consumers who buy
these products from a supermarket or other points of purchase. Based on your
knowledge on the decision-making process, please answer the following:

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 i. Discuss the perspectives on decision-making process (DMP) that are applicable in
this case. Moreover, which type(s) of the consumer decision making continuum
would a consumer follow in this buying situation. Argue how the decision-making
process for Eden Project Company. would differ from that for a conventional Snack
or for a pair of sneakers? (40 points)
ii. Please examine the factors that affect the diffusion rate of innovation for the Vegan
Steak. How can these factors be utilized in developing a marketing strategy for the
Vegan Steak? (60 points)

Figure 1: Vegan Steak – Eaden Project

Case Study adapted from the white paper on “Knowledge & Innovation Center on
Food”, part of the European Institute of Innovation and Technology (EIT), December 2022
and from the https://tech.eu/2022/06/30/project-eaden-a-creator-of-new-earthly-
pleasures-raises-eur8-million/ .

Indicative References:
 Chatham House. (2019). Meat Analogues Considerations for the EU
 Crippa, M., Solazzo, E., Guizzardi, D., Monforti-Ferrario, F., Tubiello, F. N., & Leip, A.
(2021). Food systems are responsible for a third of global anthropogenic GHG
emissions. Nature Food, 2(3), 198–209.
 Eurostat. (2021, July). Over half of adults in the EU are overweight
 Onwezen, M.C., Bouwman, E. P., Reinders, M. J., Dagevos, H. (2021). A systematic
Review on consumer acceptance of alternative proteins: Pulses, algae, insects, plant-
based meat alternatives, and cultured meat. Appetite, 159.
 Ritchie, H. (2022, December 2). Environmental Impacts of Food Production. Our
World in Data. https://ourworldindata.org/environmental-impacts-of-food
Singapore Food Agency. Strengthening our food security.
 Yambi, O., Rocha, C., & Jacobs, N. (2020). Unravelling the Food-Health Nexus to Build
Healthier Food Systems. World Review of Nutrition and Dietetics, 1–8.

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Note: if there is no background information provided to apply theoretical consideration
properly, please make your own assumptions

“The rules of academic integrity apply when submitting this project, including the
requirements that you prepare this project without improper or unauthorized assistance
and that the work of others is properly documented and cited.”

Notes:

1. In the first part, you are expected to review the respective behavioral concepts
related to the consumer decision-making process; moreover, to identify which of the
three perspectives of the decision-making process is/are applicable. Finally, you are
expected to argue which of the three types of the buying decision behavior
continuum is relevant to this case. Don’t forget to compare the DMP for the Vegan
Meat vs a pair of sneakers. Remember to always justify your answer. This part of the
report should be approximately ca 520-700 words.
2. In the second part, you have to identify the categories of the innovation and argue
which one is more relevant for the product under investigation. Moreover, you are
requested to present the distinct stages for the adoption process for Vegan Steaks.
and the factors that you believe will affect the spread of this innovation. Don’t
forget to develop a marketing strategy based on what will enhance the market
acceptance of Vegan Steaks. Analyze the critical aspects of the most appropriate
strategy you have at hand. This part of the report should be approximately ca 780-
1000 words.
3. Further advice will be given in class and during office hours.
4. The assignment must be typed (A4 paper, double space, font Arial size 12), without
spelling, grammar, syntax and/or punctuation mistakes.
5. The assignment must be presented in an organized and professional way. Use the
outline provided above and here below to structure your assignment.
6. Your Project’s length will be approximately 1300-1700 words, excluding appendices
and references. You have to upload your manuscript on the respective Turnitin
container on BlackBoard; if restrictions pertinent to COVID-19 are not imposed, then
you have to hand-in a hard copy including a Turnitin report.
7. Refer to the sources you use: books, journal articles, Internet, and other sources.
The paper must be properly referenced. References should be included in the main
text and listed (alphabetically) on a separate page at the end of the paper. Papers
without references will automatically fail. A minimum of 8 references to academic
sources is required, following the APA referencing system (please consult Library
and Blackboard notes). Referencing is a standardized way of acknowledging the
sources of information and ideas that you have used in your document. Referencing
is important to avoid plagiarism, to verify quotations and to enable readers to follow
up what you have written and locate the cited author’s work. I
8. In the case of Plagiarism, the student will be referred to the appropriate committee
according to the Regulatory Framework
9. Format:
- Title page: include course number and description, the academic period, the
type of assignment (term paper), the student name and ACG identification
number, the project due date, and the instructor’s name.

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 - Table of Contents: identifies the sections in the paper and the associated page
number for each section.
- Introduction: a brief statement of what you intend to accomplish in the paper,
and a summary of the structure of the paper.
- Main body: structure your paper in two parts addressing the above questions,
respectively. You should avoid using several sub-sections in each part, rather
structure your paper based on the key concepts addressed in the two parts.
- References: the list of academic sources and other published information which
you have used; please refrain from using Wikipedia and other wiki sources, as
generally, they are not considered to be academic sources.
- Appendix: includes any supported material not deemed necessary to be in the
main text, and the Turnitin report.
10. The written project will be evaluated using the Evaluation Rubric for Written Project
– Level 5 a copy of which is available on acg board – also available at the end of this
document and provided in module’s respective container.
11. Assessment deadline: students must submit work by the deadlines set in the
course/project outline. Late assignments will be penalized by 10% of their original
grade for each day the assignment is late. Work submitted after but within seven
days of the deadline will receive a maximum grade of C. Students will fail the
assessment if work is submitted later than seven days after the deadline.

 If you have any questions, please ask.

Faculty: Dr. T. Perrea
Office Room Number: Room 1, Arts’ Building
Telephone Extension: 1441
Office Hours: consult course outline
E-mail: tperrea@acg.edu

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 Evaluation Rubric for Project – Level 5
Marketing Department, School of Business, The American College of Greece
Course: MK3159C1 - CONSUMER BEHAVIOUR Fall Semester 2022 Date: December 1, 2022
Instructor: Dr. Perrea
Student's Name:

FAIL SATISFACTORY GOOD VERY GOOD EXCELLENT

F C C+
Point Distribution [0 – 39) [40-44) [45-49)
Clearly below the pass Satisfactory performance -- at
standard; lacking substance, least passable; acceptable
knowledge and level of critical analysis and
G understanding; ideas evaluation; little evidence of
r confused and incoherent; originality; adequately
a fundamental weaknesses in researched; ideas fairly clear
d most areas. Fails to meet the and coherent though with
e Learning Outcomes. some significant weaknesses.
D - 0 -34: student was unable to - 40-44: the student connected
e demonstrate adequate his/her analysis to a limited
s knowledge and number and variety of
c understanding of the subject. resources. Answers are lacking
r in structure with inadequate
i - 35-39: student failed to evidence to support
p achieve the standards arguments.
t required for a third class
o mark. - 45-49: the student connects
r his/her analysis to a limited
s number or variety of
resources. Answers may be
lacking in structure with
limited evidence to support
arguments.
B B+
[50-59)
A good performance; a good
level of critical analysis and
evaluation; some evidence of
originality; reasonably well
researched; ideas generally
clear and coherent; some but
not significant weaknesses.
A-
[60-64) [65-69)
Very good performance; a very
good level of critical analysis
and evaluation; significant
originality; well researched;
clarity of ideas, thoughtful and
effective presentation; very
coherent and logical; minor
errors only.
- 60-64: the student skillfully
connects his/her analysis to a
limited number or variety of
relevant sources. There will be
some minor grammatical,
factual and referencing errors.
- 65-69: the student skillfully
connects his/her analysis to a
large number of varied and
highly relevant sources. There
will be very minor factual and
referencing erors.
A
[70-100]
Superior performance; a high
level of critical analysis and
evaluation; incisive and
original; exceptionally well
researched; high quality
presentation; exceptional
clarity of ideas; excellent
coherence and logic. Trivial
or very minor errors.
- 70-80: excellent grasp of
knowledge with evidence of
wide reading. Answers are
comprehensive.
- 80-90: outstanding. Answers
are well-argued.
- 90-100: superb grasp of
knowledge. Aswers are
excellently argued.

Criteria % Grade
Content / Key Points
(Evidence of understanding, elaboration ): The student
understands the different theories, methods and
techniques used in consumer behaviour and the key
stages involved in the consumer decision process. The
60% 70 42
student includes relevant points from module-related
theory and is able to elaborate, providing evidence
understanding without repeating verbatim or
overquoting materials. Consumer behaviour terminology
is used appropriately.
Critical thinking
(Application of knowledge, examples, comments ): There
is evidence that theoretical points are applied to inform
specific consumer behaviour applications in marketing 20% 70 14
and that the student can apply theoretical knowledge to
real-life scenarios. Insightful and original comments are
supplied.
Organization & Mechanics
(Structure of responses, Clarity of writing ): The answers
are written in essay format with clear paragraphing to
20% 70 14
discuss separate aspects of the topic and include an
introduction and a conclusion. Written English is
understandable and clear.
Grade per Question 100% 70
Numerical Grade 70
Letter Grade A

First Marker: December 9, 2022 Dr. Perrea

Second Marker:

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Department of Marketing, School of Business and Economics
Module: MK 3159 – Consumer Behavior (Level 5)
Term: Spring Semester 2023
Type: RESIT Written Assignment (1st Summative Assessment, 40% of total mark)
Module Leader: Dr. T. Perrea
Submission Date: TBA

LEARNING OUTCOMES:
1. Demonstrate an understanding of consumer behavior concepts.
2. Apply critical thinking to assess consumer issues and potential outcomes.
3. Demonstrate an understanding of the implications of consumer behavior concepts on
developing marketing strategy.

TERM PAPER: Individual written assignment

(The term paper assesses learning outcomes: 1, 2, 3)

Instructions for the 1st Assessment / Project - RESIT

In the case that the student has failed in the First Assessment, the student needs to resubmit
the original assignment report, with amending the necessary parts according to the
feedback by the First Marker in order to fulfil the Learning Outcomes.
In the case that the student has failed the First Assessment due to Plagiarism, the resit
requirement will be decided by the appropriate Committee.
In the case that the student has not submitted the First Assessment, the resit requirement is
to create an individual report, following the instructions of the original assessment on a
topic provided in communication with the instructor.
According to the Regulatory Framework the resit is assessed with the same criteria /rubric
but is marked as Pass (Capped at 40 – C) or Fail unless the appropriate committee has
approved Normal Grading for the specific case.

The Project Topic for the Resit 1st Assessment will be announced promptly to the students
that haven’t submitted their first Assessment.
.