Marketing Is Discovering And Satisfying Consumer Needs

Question #1 (6 Marks) The first objective in marketing is discovering and satisfying consumer needs. Explain the consumer insight that led to the re-launch of Hershey’s new chocolate bar. The consumer’s of the Take 5 chocolate bar were in their late teens and young adulthood who still enjoyed their brakes with tasteful treats. The target users were asked to give a comparison between the other treats that were available along with the Take 5. The results were positive for Take 5 and the consumers were likely to purchase Take 5 as compared to other treats from different brands. The reason for the consumers to like this product was its delicious taste and texture which made the Hershey’s Canada to re launch the product with an aggressive market strategy. Question #2 (6 Marks) Hershey’s Marketing manager thought it important not only to profile the target audience demographics, but also other segmentation variables. Explain why it is a good idea to consider consumer behaviour and lifestyle segmentation variables. To identify the behaviour of the consumer towards the product, its helps to recognise what the consumer needs, and the understanding of how to reach out to the consumer by helping them make the decision to purchase that particular product. It gives an insight to evaluate the kind of influence required to sell the product by giving them a reason (why would they need that product, what makes it so special). Every particular consumer’s needs cannot be met individuallyShow MoreRelatedCaroline Le Bon s Fashion Marketing Essay1402 Words   |  6 PagesCaroline Le Bon’s Fashion Marketing and Harriet Posner’s Marketing Fashion, defines fashion marketing and its elements. Fashion marketing and advertising is the process of analyzing, developing and marketing current fashion trends to satisfy consumer needs. Both or the readings discuss the role of marketing in the fashion industry and its differences to marketing other products. Fashion products are often trended items, temporary items based on design color, fabric and pattern. Le Bon and PosnerRead MoreMarketing: Yesterday and Today1488 Words   |  6 PagesMarketing by definition is the process of discovering the needs and wants of potential buyers and customers and then providing goods and services that meet or exceed their expectations. In order for a company to supply a product to the consumer, the company must first determine if there is a need for their product. Depending on the type of product a company is trying to sell will determine the market they target. For instance, if an automobile company wants to compete in today s market they mustRead MoreMarketing Companies Must Identify, Anticipate, and Satisfy Consumers with Product, Placement, Promotion, and Price854 Words   |  4 PagesIn the marketing world, before releasing a product onto the market a company would carry out research in all spectrums to investigate the targeted audience. Once market research is completed, marketing o r advertising is carried out so that the targeted consumers can purchase and the company receives an earned profit from sales. Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably (Chartered Institute of Marketing, 2009). MarketingRead MoreMarketing Process and Orientation1010 Words   |  4 PagesMarketing Process and Orientation: Since the beginning of mass production and the globalization of economic activity, marketing has continued to develop to an extent that it has gained a predominant role in the modern business environment. This is mainly because marketing helps the organization to establish a link with its customers since its geared towards satisfying the needs and wants of both parties through the exchange process. In addition to being human activity, marketing basically involvesRead MoreMarketing, the Marketing Mix (4p’s), and the Nine P’s1684 Words   |  7 PagesMarketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals. (Kotler, Keller, ‘05) Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. (Kotler) Marketing is getting the right product or service to the right people (target market)Read MoreCase HP Deskjet Printer Supply Chain1182 Words   |  5 Pages-Importance of transportation time increased Europe Asia: 1% == 12% North-America: 20% == 80% The primary need of all consumers is to print something in the form of images or text; three options are available for the customers of HP, dot Matrix Printer, Inkjet Printer, laser Printer. Prior to 1989, most customers were not aware of inkjet technology. However, customers were discovering that inkjet print quality was almost as good as laser print quality at a much affordable price.Laser printer andRead MoreInternal Factor Evaluation ( Ife ) Matrix1164 Words   |  5 Pages50 by .43 points suggesting a strong internal position. The company’s strengths authenticate the prioritization of consumer satisfaction above all other responsibilities. PepsiCo’s strengths, which include brand recognition, a broad product mix, research development, customer brand loyalty and ethical responsibility, all contribute to the mutual goal of satisfying consumer needs while improving financial standing. Four of the listed strengths are given the highest rating of 4 and customer brandRead MoreValue Chain : Competitive Advantage1492 Words   |  6 Pagesdelivered into the final consumers hands.† There are two major categories of activities in business: primary activities and support activities. Each of these activities contributes to a firm s relative cost position and create a basis for differentiation. Primary activities directly involved the products and services transforming inputs to outputs and delivery or after-sales support. Examples of primary activities include inbound logistics, operations, outbound logistics, marketing sales and customerRead MoreBusiness Studies Notes1757 Words   |  8 Pages10.2 HSC topic: Marketing -gt; Total system of related activities designed to plan, price, promote and distribute products to potential customers – identifying, satisfying, exchanging amp; communicating. 25% of indicative time The focus of this topic is the main elements involved in the development and implementation of successful marketing strategies. | Outcomes The student: H1 critically analyses the role of business in Australia and globally H2 evaluates management strategiesRead MoreValue Chain as Competitive Advantage1295 Words   |  6 Pagesadvantage over other providers of the same goods or a service in a consumer market unless it has a monopoly or is the first to create the market. Review of Concepts Value chain helps companies assess their competitive advantage through internal cost analysis, internal differentiation analysis, and vertical linkage analysis. Competitive advantage is about discovering what customers want and profitably satisfying those needs and exceeding their expectations. Customer delight is a principle that

The Inspirational Manager - 5178 Words

PAGE 1 THE INSPIRATIONAL MANAGER INTRODUCTION Longmans dictionary of Contemporary English describes the word inspire as ‘to encourage in someone the ability to act’ –that is the essence of the inspirational manager. Who or what is a manager? Managers are people that accomplish organizational goals. They do this with and through other people by coordinating their work activities. An inspirational manager understands the individual’s goals and dreams and has the ability to motivate and encourage people to act in such a manner that they can be achieved. In this assignment, we will discuss how an inspirational manager can use the tools of management to inspire by improving work behaviour through the different management†¦show more content†¦Attitudes can be described as evaluative statements, either favourable or unfavourable, about objects, people or events (Robbins, DeCenzo, Coulter 2011: 242). Within the work environment, it is important to be aware of employee’s attitudes as this influences behaviour directly related to job satisfaction and commitment. Job satisfaction is an attitude people have about their jobs (Ivancevich et al, 2008:70). Attitudes however are learned and thus can be changed. As a manager, I have the ability to influence and change the attitude of those around me as my own attitude have an impact on those looking to me for an example and guidance and may be inclined to adopt my activities. I will thus manage the attitudes within my organization by adopting a positive attitude and acting the part, behaving in such a manner as I would like those around me to act. Wilna Kilian | MDP 2012 | Management Individual Home Assignment: The Inspirational Manager PAGE 4 Perceptions is another component of the model by Ivancevich et al 2008 that is important for a manager to take into consideration when attempting to manage behaviour. Perception is the process by which we give meaning to our environment by organizing and interpreting sensory impressions. It is important to remember that employees react to perceptions, and not reality (Robbins, DeCenzo, Coulter 2011: 242). As a manager, I should thus be mindful of how people in the organisation perceive my actions,Show MoreRelatedTransformational Leadership : An Ever Evolving Art1332 Words   |  6 Pagesas both an employee and manager. So I relate to this style and I recognize the possibilities within. However, this style of leadership is not easy in today’s workplace. This is especially true when you try to be positive to employees who display negative attitudes all the time. So this can be challenging for some managers. In this paper, I will talk about transformational leadership as part of the future of management. I will try to elaborate more on why not every manager can be transformationalRead MoreThe Leadership Models Of Good Managers Are Made Not Born988 Words   |  4 PagesTheoretical Leadership Models Good managers are made not born. Most need a good understanding of their work environment and employees personalities along with leadership skills to be successful. This paper will discuss the use of House’s path-goal model in leadership. In addition, the tenets of transformational leadership will be analyzed along with its four components: idealized influence, inspirational motivation, intellectual stimulation, and individualized consideration. By following theRead MoreLeadership and Nursing Essay841 Words   |  4 PagesThis article discusses the effect manager has on the staff they supervise, and how a negative attitude can produce negative results; whereby a positive and supportive environment can produce staff Nursing Leadership and Developing Staff Productivity. In the article, Curtis and O’Connell discuss the difference between transactional and transformational leadership. Transactional leadership is based on working on an agreed level of performance for a reward. Managers only intervene when something goesRead MoreSense of Ownership1658 Words   |  7 Pagesmost often reduced costs. Several issues must be resolved before a company can develop a participative management approach and sense of ownership among workers. The first, and most important, is a commitment from all management levels. Too often, managers see work processes as belonging to them and are unwilling to delegate this feeling of ownership to the lower levels of the work force. Delegating this ownership is also much easier when management has confidence in the work force. Meaning mattersRead MoreTransformational Leadership Style And Its Impact On Organisation Performance1749 Words   |  7 PagesIdealised influence, inspirational motivation, Intellectual stimulation and individual consideration are integral components of transformational leadership (Bamford-Wade Moss 2010). These four â€Å"I’s† provide followers an opportunity to develop personally as well as professionally (Bamford-Wade Moss 2010). First â€Å"I† represent idealised influence which creates a sense of purpose and focuses on individual principles and beliefs (Bamford-Wade Moss 2010). Second â€Å"I† represent inspirational motivation whichRead MoreTransformational Leadership Theory Motivates Individuals600 Words   |  3 Pagesproduction efficiency would likely occur. Four Components of Transformational Leadership There are four components of transformational leadership. They are commonly referred to as the â€Å"four I’s†; individualized consideration, intellectual stimulation, inspirational motivation, and idealized influence. In order for a manger to effectively utilize transformational theory, they must apply each of the components in reasonable balance. Individualized consideration involves a leader being empathetic, supportiveRead MoreTransformational Leadership : A Transformational Leader1240 Words   |  5 Pagesinfluence, inspirational motivation, intellectual stimulation and individual consideration† (Pradhan 228). Ideally, a leader should be a role model in order to influence others. Typically, a role model is a person that is looked to by others to be imitated, one that is easily accessible and a go-to person to communicate with. The connection between the leader and followers is an important facet to guide the followers to succeed in their end goal. A positive relationship can lead to inspirational motivationRead Moreleadership789 Words   |  4 PagesAdvancing Health, focuses on the significance of nurses as leaders in healthcare (2010). The terms â€Å"leader† and â€Å"manager† are sometimes used interchangeably. Those of us who have worked for, or with, someone who is one and not the other will see the error in  viewing those terms as synonymous. An individual can be a great leader but not a manager. Conversely, a typical nurse can be a manager but not possess many nursing leadership skills. According to Huber (2010) leadership is defined as â€Å"the processRead MoreAre the Precepts of the IBM Training Program Consistent with the Concepts in This Chapter? Why or Why Not?859 Words   |  4 Pagespower bases into specific actions† (p.425). There are different power tactics an individual can use by moving people into specific actions. A research has defined nine distinct influence tactics. The most effective ones are rational persuasion, inspirational appeals and consultation. The least effective one is pressure. Furthermore, by using more than just one tactic you can increase your chance of success. Comparing these nine tactics with the precepts of IBM shows that they are pretty similar.Read MoreManagement, Efficiency And Excellence Of Work Life, And Planned Change847 Words   |  4 Pageschanges should be identified and planned for prior to implementation† (para. 2). The communication approaches that I would implement as it correlate to the implementation of change plan will be the inspirational leadership method. Palmer, Dunford, Akin (2009) assert, â€Å"In the inspirational leadership style, the leader develops a vision of the future and seeks to encourage the cohesiveness of organizational members around the vision† (para. 5 pg. 307). Communication abilities and supervision

The Leaving Summary Free Essays

This is a short story written by Budge Wilson name â€Å"The Leaving†. At the beginning of the story, the narrator of the story who is a 12 year old little girl named Sylvie is suddenly woken up in the early in the morning by her mom. On the other hand, her mom who is a housewife named Elizabeth asked her to get ready for a trip but she is too lazy to wake up since it’s a Sunday morning. We will write a custom essay sample on The Leaving Summary or any similar topic only for you Order Now So her mother forces her to wake up and get some clothes together. Once she is ready they leave and begin walking towards town, Sylvie was very curious and began to ask questions about where they were going but her mother did not answer. They then hopped on a train and made their way to Halifax, but Sylvie had not known yet. On the train she was still asking questions and Elizabeth was still not answering. They finally arrived in Halifax and they first went to a cheap hotel room, Sylvie thought that the place was amazing just because of the simple things like running water. Elizabeth had already planned what they were going to do here in the big city, so they set off. They went around town, and wound up at the university Elizabeth told Sylvie all about it. They returned to a dirty house filled with dirty dishes, as soon as they walked in the door Lester Elizabeth’s husband demanded she do the dishes, not calling her Elizabeth but only calling her women. Once she was fed up with it she stood up for her self demanding that she be called her name and that the boys help with cleaning, and also to be respected. Sylvie saw all this and knew there is a better way to live your life so she went on to university, and is living a good life. How to cite The Leaving Summary, Essay examples

Differences between public admin and private admin free essay sample

Public Administration has certain special characteristics, which are derived from the nature of public settings in which it operates. These special features distinguish Public Administration from private or business administration. Public Administration is political, while private administration is non political. Public Administration takes place in a political context and work under political direction and scrutiny. They put into effect the policies made by the elected members of legislature and political executive. Business Administration, on the contrary is not subject to political direction except in times of emergency. It functions largely under the influence of market economic condition. The primary purpose of government organization is to provide services to the people of promote social good. They are not oriented towards making profit for the government. On the other hand, the major aim of private business organization is to make profit for their owners. Services to the public is only an incidental benefit of business activity. We will write a custom essay sample on Differences between public admin and private admin or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page A businessman would not continue unprofitable business activity, even it is essential for public welfare. The ends of Public administration is communal, while those of private business is personal. The main beneficiary of public administration activities is the entire community, whereas that of business is the owner of business himself. Further, Profit serves as a simple criterion to judge the efficient or inefficient performance of a business firm. But the abstract value of social good promoted by public organization can not be measured in terms of monetary gain or loss. There is no direct comparison between governmental agencys cost and the value of its services to the public. Public Administration operates within a legal framework. The activities of Public Administration are fixed by a set of constitutional practices, law, rules and regulations. Government officials must always act within their legal power. They cannot act outside the law. If they do so, their action can be challenged in the courts of law on the grounds. This is the reason why everything done by public officials must be supportable by reasonably clear statutory authority. The numerous legal constrains on the action of public officials account the limited discretion enjoyed by them in discharging duties. However, such legal constrains are essential to prevent the officials from abusing their powers. By contrast, the behavior of  business organization and the activities of business administration are subject to less legal constrains. Business executives in the private sector can usually do anything which is not forbidden by law. This gives them freedom to select and carry on only profitable activities. The government official is required by law to maintain a high degree of consistency in his dealing with the public. He has to observe the principle of equality of treatment in serving the people. He is under legal obligation not to show any discrimination against any person. In other words, the public officials is denied discretion in the interest of fairness and equality. On the other hand, the business administer is not legally obliged to treat the small and big customer alike. Public Accountability is the hall-mark of Public Administration in a democracy. The Public administrator carries on his work in a glass bowl. His actions are open to public review and scrutiny at all times. His activities must be guided by public needs and public opinion. In a democracy Public Administration is held accountable for its activities through legislative oversight and judicial review. This shows that in the sphere of Public Administration the initiative for securing accountability lies with those to whom it is due. Public accountability is not a value effecting business administration. Business administration is not accountable for the public for what they do and what they fail to do. Public Administration is large scale administration. It is larger then any big business concern in terms of size, complexity and diversity of activities. The activities and policies of government affect entire socioeconomic structure of society. Public administration contrast with the private administration in size and diversity of activity. Certain public services such as national security, law and order, health care, transport and communications are vital to the existence of community itself. These services cannot be neglected by any government. On the contrary, the service provided by the business organization such as supply of costly cloths and shoes and other luxury items are not essentials for existence of society.

Margaret Atwood Essays (1262 words) - Margaret Atwood,

Margaret Atwood ~MARGARET ATWOOD~ There is so much silence between the words... SOCI 4019 September 29, 1999. An Overview of Works, Styles, and Themes Margaret Atwood has written a great number of novels and other forms of literature. The major press editions are as follows: ~ WORKS~ Poetry ? 1964, The Cirle Game ? 1968, The Animals in That Country ? 1970, The Journals of Susanna Moodie ? 1970, Procedures for Underground ? 1971, Power Politics ? 1974, You are Happy ? 1978, Selected Poems ? 1978, Two-Headed Poems ? 1981, True Stories ? 1984, Interlunar ? 1987, Selected Poems II: Poems Selected and New, 1976-1986 ? 1990, Selected Poems 1966-1975 ? 1995, Morning in the Burned House Short Fiction ? 1977, Dancing Girls ? 1983, Murder in the Dark ? 1983, Bluebeard's Egg ? 1991, Wilderness Tips ? 1992, Good Bones Novels ? 1969, The Edible Woman 1985, The Handmaid's Tale ? 1972, Surfacing 1988, Cat's Eye ? 1976, Lady Oracle 1993, The Robber Bride ? 1979, Life Before Man 1996, Alias Grace ? 1981, Bodily Harm Children's Books ? 1978, Up in the Tree ? 1980, Anna's Pet ? 1990, For the Birds ? 1995, Princess Prunella and the Purple Peanut Non-Fiction ? 1972, Survival: A Thematic Guide to Canadian Literature ? 1977, Days of the Rebels 1815-1840 ? 1982, Second Words: Selected Critical Prose ? 1995, Strange Things: The Malevolent North in Canadian Literature Edited ? 1982, The New Oxford Book of Canadian Verse in English ? 1986, The Oxford Book of Canadian Short Stories in English ? 1987, The Canlit Foodbook ? 1989, The Best American Short Stories ? 1995, The New Oxford Book of Canadian Short Stories in English ~ STYLE ~ Although many have used Margaret Atwoods style of writing poetry, not one has yet to compete with her words. Typically, Margaret sticks to formal style of poetry, using original text with separated stanzas. Margarets stlye of writing gives an overwhelming effect to the reader; moreover, her style of writing adjusts to the theme of the particular piece. ~ THEMES ~ The essential features of Atwood's fictions and poetry has been described as a search for a personal and national identity. Survival is a central theme throughout her works, as is the quest for self unity. Biography Margaret Atwood was born in Ottawa, Ontario, on November 18, 1939. Because her father was a forest entomologist, Atwood spent most of her childhood living in the Canadian Wilderness. During the eight months of each year that her father did insect research in the forest, the Atwood family lived in ?a cabin with a wood stove and several kerosene lanterns. There were bears and wolves and moose and loons? ( qtd. in ?Author Profile?). While this lifestyle was exciting, she did not have most modern conviences and technology. To entertain herself, Atwood read books. They became her only means for entertainment and escape. ?I read them all, even when they weren't supposed to be for children? (qtd. in ?Author Profile?). During this childhood of reading, Atwood also began to write. By the age of six, ATwood was writing poems, morality plays, comic books, and an unfinished novel about an ant. Ten years later, Atwood decided that she only wanted to write. She wanted to live a double life; to go places she had not been before; to examine life on earth; to come to know people in ways, and at depths, that were otherwise impossible; to be surprised; and to give something of what she had received. Two years after this life-altering decision, Atwood entered Victoria College at the University of Toronto. She received her bachelor's degree from Victoria College in 1961, and then went on to receive her Master's degree from Radcliffe College in Cambridge, Massachusetts. Atwood also received education from Harvard University in Cambridge, Massachusetts, during 1962-63 and 1965-67. Atwood began her career through self-publication. She sold these books for fifty cents each. During this period, Atwood married Graeme Gibson, a fellow writer who was born in London, Ontario, in 1934. Togehter, they have three grown children and two cats. Although Atwood both grew up and resides presently in Canada, she ahs lived in numerous cities throughout the world. The Canadian residences include Ottawa, Sault Ste. Marie, Toronto, Montreal, Edmonton, Alliston, and Vancouver. In the United States, Atwood has lived in Boston, Massachusetts, and in Alabama. She has also lived and travelled in England, France, Italy , and Germany. Geographical, Historical, Political and Social Influences With respect to the fact that Atwood was raised, and spent most of her childhood in the Canadian wilderness, it is safe to say that her geographical surroundings influenced her in several ways. While residing in the wilderness

How to Change Your Habits and Improve Your Grades

How to Change Your Habits and Improve Your Grades Its disappointing to receive low scores on a big test or a homework assignment, but you dont need to let small setbacks get you down. There is always time to make things better. Steps to Take If It Isnt Over Yet If youve received a few low grades on assignments throughout the year and youre facing a big final, then you still have time to bring up your final grade.   Sometimes, a good grade on the final project or exam can increase your final grade dramatically. Especially if the teacher knows youre really trying. Gather all your work assignments to determine exactly how and why you earned the low grades. Identify your weak points. Did your grades suffer because of careless grammar or poor writing habits? If so, be more mindful of grammar and structure during the final.Visit the teacher and ask her to go over your assignments with you. Ask her what you could have done differently.Ask what can you do for extra credit. By trying to take charge of your destiny, you are showing responsibility. Teachers will appreciate this.Ask for advice from the teacher. Teachers can direct you to resources that are topic-specific.Put all your energy into the final test or project. Find a tutor to help you. Ask the teacher to explain the format of the test. Will it be an essay exam or a multiple choice test? Target your study accordingly.Join a study group. Discuss the final exam with other students. They may have notes that you missed or they may have better insight into the teachers preferences when it comes to test questions and answers. Improve memory skills. There are many techniques to improve your memory. Find one that is best for you and the material youre studying.Get serious. Dont be late to class. Get some sleep. Turn off the TV. Talk to your Parents If you know a bad grade is imminent, then it might be wise to talk to your parents first. Let them know that you are trying to make a change and improve your performance. Get them involved. You may want to discuss creating a homework contract with your parents. The contract should address time commitments, homework help, supplies, and other issues that affect grades. Looking Toward the Future If you have just received your end-of-year grades and youre looking forward to improving your performance next year, there are plenty of things you can do. Get organized. Keep a journal of assignments to identify strengths and weaknesses. Organize your supplies and establish a good study space.Try to use color-coded supplies to stay organized.Identify your personal learning style. This is critical to improving your study habits. Dont waste valuable study time using ineffective study methods.Talk to your counselor about your schedule or your diploma program. You may be enrolled in a program that isnt right for you. Are you taking courses that are too difficult because your diploma program requires it?Review your schedule. Cut out extracurricular activities that dont help you reach your true goals. If youre involved with that team or club just for fun- then you may need to make some tough decisions.Improve your writing skills. Students sometimes complain because they are penalized for poor writing in courses other than English. Teachers dont have much patience for this complaint! Good writing skills are critical for every class.Join a stu dy group. Be Realistic If you are stressing out about a possible B grade, you should know that perfect grades arent everything, and expecting them isnt very realistic, either. While it is true that some colleges place a lot of value in grades, it is also true that they are interested in recruiting humans, not machines.If you are hoping to get into a specific, highly competitive college and you are worried about getting a B, then you are smart enough to make yourself stand out in another way. For instance, you could use your creativity to craft an essay that stands out.Give yourself credit if youre doing your best. If you have tried everything, but you just cant become the perfect student you want to be, perhaps you should give yourself a break. Identify your own strong points and make the best of them.Dont give yourself a bad reputation. If you arent happy with a grade or a report card, you can discuss this with a teacher. However, if you make a habit out of visiting your teacher to complain, then you may be making a pest of yourself.

The attitude of American public towards GM food Research Paper

The attitude of American public towards GM food - Research Paper Example GMO food production has identified seven main areas which concern the human safety test in the consumption of the foods and include the study of the DNA and the nutritional contents which are introduced in the new food product and the analysis of the chemical composition of the plant parts as well as the allergens. The human safety test also includes the estimate of the toxicological or nutritional problems which may be encountered by the consumer and the risk of transferring microorganisms in the gene transfer process (Weise, 44). The use of genetically modified (GM) ingredients in food production has attracted a lot of controversy. Public attitude towards these products has being highly negative in most of the developing countries especially Japan and some European countries. The consumer negative attitude in these countries has being attributed to the skepticism on the unknown health and environmental effects of the GMO foods (Tait 4). The negative attributes of the GMO foods has being identified as the spre4ad of the pest resistance herbicide, body allergic responses and the herbicide tolerance on the wildlife plants and the consequent toxicity of the wildlife. However, the full benefits of biotechnology will only be realized when the producers consider the GMO foods to be safe to their health and beneficial. Although many public attitudes towards the GMO foods have been done in the recent past, the public attitudes towards biotechnology seem to be sharply different between countries and the time of the study (Knowledge 5). The consumer attitudes towards biotechnology have been surveyed in Europe and USA over the past decades. From the global perspective, GMO foods have been one of the contentious issues in the society due to economical and technical benefits which are offset by the human health and the environmental impact (Nikki 34). The increase in multinational corporations and economic power of the GMO manufacturing companies has impacted the quality o f the GMO foods and threatened the traditional farming in rural societies in most of the rural developed countries. This paper will review the attitudes of the American public towards the GMO foods over the recent years. Studies in US have indicated that consumers have positive attitude towards the GMO foods compared with consumers in Europe and Japan. For instance, a study carried out by Daniel and Mark in 2001 indicated that 70 percent of the respondents were willing to pay a higher price for GMO foods (Heslop 214). In the US, the consumer makes the decision to purchase the GMO foods based on the uncertainties and the probabilities which are assigned to the consumer risk of the consumption of the GMO foods. The consumption of the foods results to certain payoff utilities which the consumers perceive to receive from the consumption (Macilwain 54). The perceived risks from the consumption of the GMO foods are derived from the future costs which the consumer expects to incur from the decision to consume GMO foods and carry probabilities which are different from one consumer to the other. The perceived risk stems from one of the following sources with the first one being the influence of the media in the