AGBUS202-21B (HAM)

Food and the Consumer

15 Points

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Division of Management
School of Accounting, Finance and Economics

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: clive.wilkinson@waikato.ac.nz

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Paper Description

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Agri-business deals with the business of food systems. One major, and increasingly important, component of this area is demand for agricultural products and how these demands arise out of consumer preferences. In the last decade ethical concerns associated with organic, free-range or environmentally sustainable production systems have been emergent - consumers have shown a willingness to pay for non-taste attributes of food and, more importantly, have exhibited sudden and extreme reductions in demand for agricultural products which appear to cross an ethical or health boundary. Recent cases include the botulism scare at a Fonterra milk factory and the release of videos showing inhumane treatment of Australian livestock in Indonesian Abattoirs. These opportunities and risks have major implications for the value obtained from New Zealand agriculture. Currently there is no offering of this kind of paper in New Zealand with the majority of agri-business papers across institutions focusing on production.

This paper will introduce students to consumer theory regarding food demand and choice behaviour. You will also learn how to design and conduct a food consumer study.

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Paper Structure

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This FLEXI paper is taught through Moodle lectures (Panopto screencasts) and labs (tutorials and data analysis exercises). The labs are provided at Hamilton campus. The video records of each lab will be uploaded to Panopto. Please note that all labs will move to Zoom if needed due to COVID-19 restrictions.
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Learning Outcomes

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Students who successfully complete the paper should be able to:

  • Understand consumers' perceptions, attitudes, segmentation, motivations and behaviours towards food;
    Linked to the following assessments:
  • Understand determinants of food demand;
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  • Understand and estimate socio-demographic and psychological impacts on food consumption;
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  • Understand and describe the principle goals and instruments of food consumer research;
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  • Understand how to design and conduct a food consumer study
    Linked to the following assessments:
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Assessment

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Further information about assessments will be available via Moodle. Please note that the final Exam is replaced by a Final Test 35%.
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Assessment Components

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The internal assessment/exam ratio (as stated in the University Calendar) is 100:0. There is no final exam. The final exam makes up 0% of the overall mark.

The internal assessment/exam ratio (as stated in the University Calendar) is 100:0 or 0:0, whichever is more favourable for the student. The final exam makes up either 0% or 0% of the overall mark.

Component DescriptionDue Date TimePercentage of overall markSubmission MethodCompulsory
1. Literature review and conceptual model
25 Jul 2021
11:30 PM
10
  • Online: Submit through Moodle
2. Data analysis 1
8 Aug 2021
11:30 PM
10
  • Online: Submit through Moodle
3. Data analysis 2
22 Aug 2021
11:30 PM
10
  • Online: Submit through Moodle
4. Research proposal
19 Sep 2021
11:30 PM
15
  • Online: Submit through Moodle
  • Presentation: In Class
5. Research report (group)
17 Oct 2021
11:30 PM
20
  • Online: Submit through Moodle
  • Presentation: In Class
6. Final online test
21 Oct 2021
3:00 PM
35
Assessment Total:     100    
Failing to complete a compulsory assessment component of a paper will result in an IC grade
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Required and Recommended Readings

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Required Readings

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Recommended Readings

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Other Resources

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Please read Stuff.co.nz regularly and frequently; students are expected to contribute to an agribusiness issue of the day.

Also note - An Interactive Text for Food and Agricultural Marketing by Michael R. Thomsen (https://agribusiness.uark.edu/directory/index/uid/mthomsen/name/Michael+R.+Thomsen/) licensed under a Creative Commons Attribution-ShareAlike 4.0 International License

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Online Support

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Information will be posted on Moodle each week after lectures.
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Workload

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This is a 15 point paper, indicating an allocation of 150 hours to study, only 36 of which are provided in lectures.
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Linkages to Other Papers

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Restriction(s)

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Prerequisite(s)

Prerequisite papers: AGBUS101 or AGRI101

Corequisite(s)

Equivalent(s)

Restriction(s)

Restricted papers: AGRI201

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