Executive Summary
A study was conducted regarding a large client (XYZ Corporation). In sought to understand consumer perceptions and behaviors about genetically engineered food products.
The first question that needed an answer was the knowledge level at the present time compared to the knowledge level three years ago. The study showed that 50.9% had low knowledge levels whereas, 49.1% had high knowledge levels. This confirmed the knowledge level was higher than the 30% knowledge level three years ago.
The study to perform if personal variables influenced a person’s knowledge level about genetically engineered food products determined that there is no relationship between knowledge and innovativeness. The study also determined that there is a relationship between knowledge and self-confidence, and gender.
The study also found that a person’s beliefs did influence the attitude of individuals about genetically modified foods. The model y = 5.210-.964(benefits) + .590 (cost) is the model to predict the influence person’s beliefs have on attitudes.
The study asked what influence does a persons attitude have about the product have on his/her intentions to purchase these products. The study confirmed a person’s attitude does have an influence on their intent to purchase
The study found that the model Y=3.571-.448(attitude)+. 953(benefits) are the best predictor in determining the intentions to purchase genetically modified food products.
Detailed Findings
Objective 1: The first objective that I was to determine is if the knowledge level is still the same or different from three years ago. In order to determine if 30% of the population knowledge level had stayed the same or became different, I had to perform a h ...