Executive SummaryConsumer behaviors have changed over the years; this is demonstrated by consumers who today purchase a healthier variety of products, as information is now known about products that were not known many years ago. Factors like these change the way we perceive and evaluate products, as we are now more informed and manufacturers are forced by law to print ingredients and product contents on the back of most food products, allowing consumers to become more educated . The typical consumer today watches what he eats; they are more aware and exposed to factors that have led to a change in consumer behavior. Factors such as personal, psychological and social factors have a huge impact on consumer behavior. From the family unit, to the lifestyles we adopt today, come decisions influenced by our peers, our experiences and knowledge. The ability to now have information at their fingertips pushes people to know exactly what they are consuming and whether or not it poses a risk to their or their families' health. While we as consumers can access information about most of the products we purchase, we also have government, manufacturers, and consumer groups promoting the health risk associated with the products we consume. For example, a health department advertising campaign will promote the health risk associated with smoking, and a consumer group such as the ACA will publish in its magazine the health risk associated with genetic modification. The roles of government and consumer groups are all broadly linked and aim to inform the public consumer about product safety.1.0 IntroductionConsumers today tend to shop differently than they did 10 years ago. Like……middle of paper……keconsumers aware of the fact that the products they purchase may represent a possible health risk. The role of manufacturers in continually providing accurate information on packaging is critical, just as consumer groups such as the ACA and the government provide regularly updated information on the safety and rights of the products we purchase and consume.5.0 ReferencesRoy Morgan Research Group, viewed on 20 March 2007AC Nielson Market Research Group, viewed 23 March 2007< www.acnielson.com.au>Neal, C. Questar, P. & Hawkins, D. 2004, Consumer Behavior: Implications for Marketing Strategy, 4th edition, McGraw -Hill Australia Pty Ltd.Choice (ACA) Online Journal Website, viewed 20 March 2007www.choice.com.auJournal of Consumer Research, viewed 20 March 2007http://www.journals.uchicago.edu/ inthenews_2006.html