Consumer Attitudes to Food Quality

Module Provider: Food and Nutritional Sciences
Number of credits: 10 [5 ECTS credits]
Level:6
Terms in which taught: Spring term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites: FB3GSE Sensory Evaluation of Food
Modules excluded:
Module version for: 2016/7

Summary module description:
This module concerns consumer perception of foods, the role this perception has within consumer food choice and explores links between consumer perception and quantified sensory attributes of foods.

Aims:
To provide an understanding of the how consumer attitudes to food selection can be applied in the optimisation of product quality attributes. To show how consumer science can be applied in marketing. To understand the importance of consumer choice behaviour on food choice and dietary change.

Assessable learning outcomes:
On completion of this module, students should be able to:
? recognise and debate the psychologically related factors that influence food choice and acceptability.
? understand how consumer perception and attitudes to food can be applied in product optimisation and marketing.
? discuss how to carry out informative consumer testing.
? apply modern statistical methods to analyse and interpret consumer science data.
? relate consumer preference data to sensory evaluation data of product attributes and debate the appropriateness of different analysis methods.

Additional outcomes:
Students will have enhanced their skills in the application of statistical methods to the analysis of complex data sets.

Outline content:
Topics covered include:
? consumer perception of food products and brands
? consumer food choice behaviour
? marketing and food selection
? theories of preference and food choice behaviour;
? techniques for preference modelling and product optimisation;
? application of modern statistical methods in sensory and consumer trials
Global context:
Consumer perception of food products and brands has a major role in food choice and diet as well as in the commercial success of manufactured food products. This module equips students with the knowledge and skills to carry out consumer testing methods, to relate consumer methods to analytical sensory methods, and to put into perspective the role sensory attributes of foods play alongside other factors in the wider context of consumer choice.

Brief description of teaching and learning methods:
The module is taught using a combination of formal lectures, data seminars and practical demonstrations. The module includes the use of computer-based worked examples to show the use of modern statistical methods in consumer science. The module is taught by both university staff as well as outside speakers from commercial consumer science companies.

Contact hours:
Lectures 14
Seminars 6
Practicals classes and workshops 2
Guided independent study 78
Total hours by term 100

Summative Assessment Methods:
Written assignment including essay 33.3
Report 33.3
Set exercise 33.3

Other information on summative assessment:
Data assignment on preference mapping, set ca. Week 3. (33.3%)

Report on practical session and data analysis concerning consumer perception of products (max 2000 words), set ca. Week5. (33.3%)

Brand comparison assignment (max 1500 words), set ca. Week 8. (33.3%)

All 3 pieces of coursework carry equal marks - Overall coursework = 100%

All assignments submitted electronically via blackboard.

Length of examination:
Requirements for a pass:
overall mark of 40%

Reassessment arrangements:
Examination in August