Research of Marketing and Consumer Behaviour
At the marketing and consumer behaviour group, we are passionate about understanding consumer behaviour and marketing strategies with a focus on value propositions to consumers (B2C: business to consumer) and other actors within the value chain (B2B: business to business).
We study consumer behaviour for understanding, but also for inspiration and guidance to better marketing strategies and decision making. Similarly, we aim at deeper understanding of marketing strategy performance and decision making, but clearly with customers and (end-)consumers in mind.
We explore how theoretical insights in the domains of marketing and consumer behaviour can be exploited to “make the world a better place” by reconnecting businesses and their clientele to move forward in a more sustainable direction. As a result, most of our projects have a strong focus on the areas of food, health, equality, and sustainability.
What is business or a consumer?
Business is taken broadly. We do not just include marketing strategies for individual products such as brand marketing or product assortments, like retail marketing and out-of-home contexts. We also look at small and medium sized enterprises, including individual farmers. Both in developed and D&E countries (development marketing). Similarly, consumers are being studied in their different roles of initiator, influencer, decision maker, buyer, user, and waster.
Research themes
Marketing
In our research endeavors focused on marketing, our primary objective is to enhance comprehension of marketing strategy performance and decision-making processes, encompassing the entire value chain.
Consumer Behaviour
Through our consumer research we aim to understand how consumers perceive, choose, acquire, use, and discard commercially available sustainable products and services in a social context.
