In addition to a knowledge of consumer purchases, preparation and the consumption of products, effective consumer marketing activities require a thorough understanding of the motivations for perceived purchasing and consumption behaviour.
What do consumers think about when they are standing in front of a supermarket shelf? Is health, taste, or convenience the deciding factor in a purchase decision? Or are aspects like lifestyle and sustainability the deciding factors? How does a household member’s lifestyle, medical condition, or taste preference affect other family members?
These insights can be used to improve product composition, packaging, and branding. Consumers can also be divided into distinctive segments. Both of these processes will contribute to successful product launches and repositioning campaigns. Together with other consumer researchers from Wageningen Food and Biobased Research, Wageningen Economic Research can help you to answer these questions.