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2010/1 Module Catalogue
Module Provider: School of Management Short Name: MA219
Level: M Module Co-ordinator: EVES A Dr (SoM)
Number of credits: 15 Number of ECTS credits: 7.5
Module Availability


Assessment Pattern

Unit(s) of Assessment

Weighting Towards Module Mark (%)



Study report


Module Overview

This module focuses on the many factors that affect consumer behaviour and food choices made by consumers, including the characteristics of the food and of the consumer and their environment. Knowledge and understanding of this subject can be beneficial to personal decision-making as well as product development, marketing and strategy or policy formulation. The lectures will focus on behavioural concepts, appropriate research techniques and recent research findings to enhance students’ understanding of how consumers choose products, focussing particularly on food choices. Recent trends in consumer behaviour are also incorporated in this module.



Module Aims
This module aims to develop an understanding of the many factors that influence consumer behaviour in relation to food choice. It will allow the student to evaluate the importance of different factors in different contexts and develop research skills to determine and assess these. Students will also learn basic concepts of marketing strategy and evaluate how these can contribute to strategic management in the food sector
Learning Outcomes

On completion of this module students should be able to:

  • Demonstrate an understanding of the principles of consumer decision-making in a social context
  • Understand and critically evaluate the factors affecting consumer behaviour in relation to food choice
  • Appreciate how knowledge of consumer behaviour feeds into marketing, strategy and policy development
  • Design, implement, analyse and report a study into food choice behaviour
Module Content
  • The fundamentals of consumer behaviour 
  • Sociological bases of consumer behaviour – culture and economic factors
  • Involvement, buying and motivation Perception and the senses
  • Image and branding
  • Family buying behaviour and the consumer behaviour of children
  • Models of consumer behaviour, particularly food choice behaviour
  • Consumer behaviour online
  • Applied consumer behaviour
  • Predicting food choice behaviour
Methods of Teaching/Learning

The module delivery is a combination of lectures/presentations; examples and case studies; as well as directed reading. Tutorial sessions in the latter part of the module will focus on research methods and the design and implementation of a project.








Selected Texts/Journals

Core Texts (provided by School) 

Evans, M; Janal, A & Foxall, G (2009) Consumer Behaviour, J Wiley&Sons. W. Sussex. ISBN 978-0-470-09352-8 

Supplementary Reading
Assael H (1998), Consumer Behaviour and Marketing Action, (6th Ed.), Cincinnati : South Western 

East, R (1997), Consumer Behaviour; Advances and Applications in Marketing. London : Prentice Hall 
Foxall G (2001), Consumer Behaviour Analysis, London : Routledge 
Ryan C (1995), Researching Tourist Satisfaction: Issues, Concepts, Problems, London : Routledge
Schiffman, L and Kanuk, G (2004), Consumer Behaviour (8th ed.), London : Prentice Hall
Solomon M (2003) Consumer Behaviour (6th Ed), Upper Saddle River : Prentice Hall
Underhill, P. (2000), Why We Buy, London : Texere
Marshall D (1995) Food Choice and the Consumer. Blackie Academic and Professional, London
Meiselman H L & Mc Fie H J H (1996) Food Choice, Acceptance and Consumption, Blackie, London
Mennell S, Murcott A & van Otterloo A H (1992) The Sociology of Food. Sage
Grunert, K.G., Baadsgaard, A., Larsen, H.H. Madsen, T.K. (1996) Market Orientation n Food and Agriculture, Kluwer Academic Publishers, Dordrecht.
Traill W.B. &  Pitts  E. (eds.). Competitiveness in the food Industry, London : Chapman Hall.
Capon N and Hulbert J M  (2001), Marketing Management in the 21st Century, Prentice-Hall 

Journal of Consumer Research
British Food Journal 
Journal of Food Quality and Preference 
Journal of Marketing 
Journal of Marketing Management

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