AP2EC1: Consumer Behaviour

Module Provider:

Agr & Food Econ

Number of credits:

10 [5 ECTS credits]

Level:

I (Intermediate)

Terms in which taught:

Autumn

Module Convenor:

Dr AE Lobb

Pre-requisites:

Co-requisites:

Modules excluded:

Module version for:

2007/8

Aims:
The module aims to describe the theories that help to analyse and induce changes in consumer behaviour, with special reference to food products.

Assessable learning outcomes:
Students will develop a critical appreciation of an integrative approach to consumer behaviour through understanding and assessing various models of purchasing behaviour; identifying the effects of personal and environmental factors on consumer behaviour; identifying specific issues related to the analysis of food consumption behaviour and relating these factors to the development and success of marketing strategies.

Additional outcomes:
Students will develop effective verbal and written communication skills and using appropriate presentation aids. Students will develop team-working skills through working as part of a team in order to produce a successful presentation. Students will develop critical skills through identifying and analysing advertising techniques and actual consumer behaviours and exploiting the tools and techniques discussed in the module.

Outline content:
• Paradigms and models of consumer behaviour
• Attitudes, beliefs and behaviour
• Social influence and culture in consumer behaviour
• Predicting and explaining behaviour
• Information processing
• Research methods and consumer behaviour
• Consumer satisfaction and quality
• Consumers, retailers and the shop environment

Brief description of teaching and learning methods:
Students will be expected to review and discuss relevant articles at the start of each class relating to the previous week’s topic. The lectures will provide a theoretical background to case study examples.

Contact hours:

Assessment:
Coursework
The module will be assessed on the basis of a group seminar presentation and an individual report on a given topic, an individual essay, and a multiple choice test.

Seminar presentations will last up to 20 minutes and will be structured in such a way that all group members participate. Groups will be allocated by the lecturer and the marks will be assigned on quality of the seminar and an individual report (1000 words, mandatory limit).

The essay is an individual piece of work based on a choice of topics and has a mandatory word limit of 1,500 words.

The final mark is 20% based on the seminar, 25% on the individual report and 30% on the essay and 25% on a multiple choice test.

Relative percentage of coursework :100%

Penalties for late submission
Standard University rule applies: 10% marks deducted for work submitted up to one week late. Work submitted more than one week late will be awarded a zero mark.

Relative percentage of examination: 0%

Requirements for a pass
A mark of 40% overall.

Reassessment arrangements
By re-examination in August/September.