XUC-30803 Consumer Behaviour in Food Markets


Credits 3.00

Teaching methodContact hours
Course coordinator(s)dr. ir. R Hartemink
Examiner(s)dr M McCarthy, Department of Food Business and Development

Language of instruction:



An examination of consumer decision-making processes in various food markets, this includes identification of situational and group influencers, product attributes sought and cues used to inform purchase decision. Consumer attitude and behaviour towards food products will be studied and the influence on the decision-making process will also be examined. Case studies will be used to illustrate such behaviour for specific food products and highlight appropriate marketing strategies for food firms.
A seminar approach will be taken. Students will be given the task of reviewing a topic. Students will report on this review during a one-hour presentation on the topic; this is then followed by discussion and conclusions.

Learning outcomes:

At the end of this course the student is able to:
- understand consumer behaviour in food markets;
- analyse the factors influencing food choice;
- understand the implications of consumer behaviour for the food supply chain.


- lectures;
- student presentations.


- oral (group) presentation (40%);
- report -group (50%);
- class participation 10%.


Meiselman & Mac Fie (eds.) (1996). Food Choice, acceptance and consumption. Blackie Academic & Professional.
Marshall, D. (Ed.), (1995). Food choice and the consumer. Chapman and Hall.
Mac Fie & Thompson (eds.) (1994). Measurement of Food Preferences. Blackie Academic & Professional.
Ritson, C., Gofttonl. & McKenzie (eds.) (1986). The food Consumer. John Wiley and Son.

Compulsory for: MFTFood TechnologyMScF: European Master in Food Studies3