XUC-30803 Consumer Behaviour in Food Markets


Credits 3.00

Teaching methodContact hours
Independent study2
Course coordinator(s)N Chatsisvili
Examiner(s)Mr Ronan O’Farrell, Department of Food Business and Development

Language of instruction:



This course is open only for students in the European Master in Food Studies specialisation of the MSc Food Technology.

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.

Learning outcomes:

After successful completion of this course students are expected to be 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%)
- reflective log (including class participation) (10%)


Classroom handouts and UCC Canvas

Compulsory for: MFTEMSpec. European Masters in Food Studies EMMSc3WD+4WD