Visit a supermarket or a grocery store and examine how breakfast products (e.g., cereals, oatmeals, breakfast bars) are positioned in supermarkets to appeal to different consumer segments. Compare:1. Two competing brands within a category (e.g., Kellogg’s vs. Quaker oatmeal)
2. Two product categories (e.g., sugary children’s cereal vs. high-protein adult bars)
By applying principles from the psychology of consumer behaviour, each student is
required to develop and submit a 5-minutes MPEG-4 video to examine theories related to
consumer behaviour and demonstrate your understanding of the positioning of your
chosen product(s) by placement, salient and vivid stimuli. Your video should include an
audio commentary or annotations or both.
Kindly prepare Part 1 under Power Point Slides Presentation. I will do a recording via
explaining the theories and concepts behind the observations.
Here’s my idea how the Power Point Slides outline to be:
 Introduction (30 seconds):
o Briefly introduce the chosen products (brands, categories).
o State the goals of the assignment and the theories you'll apply (e.g.,
consumer psychology, product placement)

 Product Comparison (2 minutes):
o Compare the competing brands (e.g., Kellogg’s vs. Quaker). Discuss the
differences in packaging, target consumer segments, and placement.
o Discuss how vivid stimuli are used in both brands (colors, images, fonts).
 Category Comparison (2 minutes):
o Compare two different product categories (e.g., sugary cereals vs. high-
protein adult bars). How are these products positioned differently in the
store?
o Apply principles of consumer behavior to explain how the product design
appeals to the specific segments (kids vs. adults).

 Conclusion (30 seconds):
o Summarize the key takeaways from the analysis.
o Conclude by briefly stating how supermarkets use consumer psychology to
position products and make them more appealing to their target segments.

Part 2: Reflections (25 marks)
Prepared in a Word Document Format. Word Count not exceeding 300 Words
Use 12-point Times New Roman and double line spacing throughout the entire paper.
Margins: 1-inch (2.54 cm) margins on all sides (top, bottom, left, and right) of the page
Line spacing: Double-spacing
Paragraph alignment: Align the text to the left and leave the right margin uneven
Paragraph indentation: Indent the first line of every paragraph 0.5 inch
Appraise your observations of breakfast products. Discuss the triggers to your buying
decisions in your chosen products and reflect on the lessons learnt from the assignment.
References (5 marks)
The References lists the full reference of all sources cited or referred to in your
assignment. In text citations also need to be presented accurately in APA format.
Note: Valid academic sources include peer-reviewed academic journal articles, academic
books and book chapters. The iStudyGuide, student theses, and online websites, blog
posts, or videos are NOT considered valid academic sources.