AGBUS202-22B (HAM)

Food and the Consumer

15 Points

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Division of Management
School of Accounting, Finance and Economics

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: yilan.chen@waikato.ac.nz

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Paper Description

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This paper focuses on consumers and their demand for food products. It introduces consumer theory regarding food demand and choice behaviour. Demand for agricultural products arise from consumer preferences and their interaction with prices and incomes. The paper addresses consumer willingness to pay for non-taste attributes of food and their responses to agricultural products which appear to cross an ethical or health boundary. Students 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 lectures and labs (tutorials and data analysis exercises). The lectures and labs are provided at Hamilton campus. Students can also attend the lectures and labs remotely through Zoom and Remote Computer Labs. The video records of each lecture and lab will be uploaded to Panopto. Please note that all lectures and labs will move to Zoom if needed.
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Learning Outcomes

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Students who successfully complete the paper should be able to:

  • Describe consumers' perceptions, attitudes, motivations and behaviours towards food
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  • Identify and estimate market segments
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  • Explain interactions between food consumption and health
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  • Identify and estimate determinants of food demand
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  • Identify and estimate determinants of food quality
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  • Determine appropriate goals and instruments for food consumer research
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  • Analyse shocks, trends and innovations in food consumption
    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. Food label excercise
24 Jul 2022
11:30 PM
6
  • Online: Submit through Moodle
2. Data collection exercise
31 Jul 2022
11:30 PM
6
  • Other: An online survey platform
3. Literature review and conceptual model
14 Aug 2022
11:30 PM
10
  • Online: Submit through Moodle
4. Data analysis
28 Aug 2022
11:30 PM
10
  • Online: Submit through Moodle
5. Research proposal
25 Sep 2022
11:30 PM
15
  • Online: Submit through Moodle
  • Presentation: In Class
6. Research report
23 Oct 2022
11:30 PM
20
  • Online: Submit through Moodle
  • Presentation: In Class
7. Final online test
3 Nov 2022
3:00 PM
33
  • Other: An online survey platform
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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