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Consumer Behaviour in Food Markets

* Contents of courses can change, this information gives an idea of the content of courses

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.

 

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