- Module code
- Module leader
- Dr Richard Baines
- Module level
- Module credits
- Min study time
- 150 hours
- Contact Hrs within study time
- 30 hours
- Teaching period
- Semester 1
The module introduces students to methods of analysing consumer behaviour linked to aspects of food production, supply, purchase and consumption. Students will also have the chance to explore approaches to determining consumer acceptance of products through, for example, product testing and sensory evaluation methods, and will be required to evaluate a named product through these techniques.
The module also develops team and project management skills through the ‘Product Development’ exercise though individual recommendations are required from each team member.
To achieve credit for this module, students must be able to:
- Describe consumer attitudes to food production supply and sale with reference to accepted techniques of consumer survey and data.
- Evaluate sensory analysis approaches and select the most appropriate method for a named scenario
- Interpret consumer purchasing behaviour in relation to a range of intrinsic (within food) and extrinsic (related to food process) factors.
- Carry out a market study, product development and consumer evaluation of a named product.
|Coursework||Product Development Exercise (teams of 4-5)||75%|
|Examination||Food Handling Certificate (industry accredited) (1 hour)||25%|
Students should be familiar with the content of at least one of the following:
- Harrison, R., Newholm, T. and Shaw, D. (2005). The Ethical Consumer. Sage Publications.
- Shepherd, R. (2010). The Psychology of Food Choice (10th Edition) CABI International.
- Soloman, M. (2006). Consumer Behaviour: A European Perspective. Pearson Education.
- MacFie. H. (2007). Consumer Led Food Product Development. Woodhead Publishing.
- Thankappan, S. (2004). The Battle for the Consumers: Building Relationships in a New Phase of Contested Accountability in the UK Food Chain. BRASS.
- Howard, R. et. Al. (2012) Sensory and Consumer Research in Food Product Design and Development (2nd Edition)
- The level 2 Food Handling Certificate (Industrial) is an industry standard certificate for food handling in food manufacturing and processing. One day’s training is provided followed by the 1 hour examination.