FB3GSA-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: FB2FQS Food Quality and Sensory Science
Non-modular pre-requisites:
Co-requisites: FB2FQS Food Quality and Sensory Science or FB3GSE Sensory Evaluation of Food or FB3AFQ Advanced Food Quality, Safety and Sensory or FB3FQS Food Quality and Sensory Science 2
Modules excluded:
Module version for: 2017/8

Module Convenor: Dr Lisa Methven

Email: L.Methven@reading.ac.uk

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:
  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 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.

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)

The Module Convenor will apply the following penalties for work submitted late, in accordance with the University policy.
  • 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 for each working day (or part thereof) following the deadline up to a total of five working days;
  • where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

  • The University policy statement on penalties for late submission can be found at: http://www.reading.ac.uk/web/FILES/qualitysupport/penaltiesforlatesubmission.pdf
    You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

    Length of examination:

    Requirements for a pass:
    overall mark of 40%

    Reassessment arrangements:
    Examination in August

    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: 31 March 2017

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