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 or FB3AFQ Advanced Food Quality, Safety and Sensory or FB3QSF Advanced Food Quality and Sensory
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2023/4

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.

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 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.Ìý

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:

Ìý	Autumn	Spring	Summer
Lectures		14
Seminars		6
Practicals classes and workshops		2
Guided independent study:		78
Ìý	Ìý	Ìý	Ìý
Total hours by term		100
Ìý	Ìý	Ìý	Ìý
Total hours for module	100

Summative Assessment Methods:

Method	Percentage
Written assignment including essay	50
Oral assessment and presentation	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 individual assignment will focus on data analysis and interpretation, the other assignment will take the form of a group presentation of aÌý brand comparison.

Formative assessment methods:

Penalties for late submission:

The Support Centres will apply the following penalties for work submitted late:

• where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that 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: /cqsd/-/media/project/functions/cqsd/documents/cqsd-old-site-documents/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.

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:Ìý

2) Specialist equipment or materials:Ìý

3) Specialist clothing, footwear or headgear:Ìý

4) Printing and binding:Ìý

5) Computers and devices with a particular specification:Ìý

6) Travel, accommodation and subsistence:Ìý

Last updated: 30 March 2023