FB3GSA-Consumer Attitudes to Food Quality

Module Provider: Food and Nutritional Sciences
Number of credits: 10 [5 ECTS credits]
Terms in which taught: Spring term module
Non-modular pre-requisites:
Co-requisites: FB2FQS Food Quality and Sensory Science or FB3AFQ Advanced Food Quality, Safety and Sensory or FB3FQS Food Quality and Sensory Science 2
Modules excluded:
Current from: 2018/9

Module Convenor: Prof Lisa Methven

Email: L.Methven@reading.ac.uk

Type of module:

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.

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 psychology 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:
  Autumn Spring Summer
Lectures 14
Seminars 6
Practicals classes and workshops 2
Guided independent study 78
Total hours by term 100.00
Total hours for module 100.00

Summative Assessment Methods:
Method Percentage
Written assignment including essay 50
Report 50

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

Two assignments will be set in line with the material delivered on the course, they both contribute 50% to the module mark and both will be

submitted electronically via blackboard. One assignment will focus on data analysis and interpretation, the other assignment will take the form of a written brand comparison.

Formative assessment methods:

Penalties for late submission:

Penalties for late submission on this module are in accordance with the University policy.
The following penalties will be applied to coursework which is submitted after the deadline for submission:
• where the piece of work is submitted up to one calendar week after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for the piece of work will be deducted from the mark;
• where the piece of work is submitted more than one calendar week after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.
You are strongly advised to ensure that coursework is submitted by the relevant deadine. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.
(Please refer to the Undergraduate Guide to Assessment for further information: http://www.reading.ac.uk/internal/exams/student/exa-guideUG.aspx)

Assessment requirements for a pass:
overall mark of 40%

Reassessment arrangements:

Reassessment arrangements are in accordance with University policy. Reassessment of the written examination is held during the University administered re-examination period in August. Failed coursework may be re-assessed by an alternative assignment before or during the August re-examination period.

Additional Costs (specified where applicable):
1) Required text books:
2) Specialist equipment or materials:
3) Specialist clothing, footwear or headgear:
4) Printing and binding:
5) Computers and devices with a particular specification:
6) Travel, accommodation and subsistence:

Last updated: 12 December 2018


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