Theses at the Marketing and Consumer Behaviour Group

Your study in Wageningen culminates in a BSc and/or MSc thesis. In a thesis you combine all skills learned in your study program into a single project. The marketing and consumer behaviour group offers BSc and MSc thesis.

The goal of a BSc thesis is to solve a practical or theoretical problem in marketing and/ or consumer behaviour by doing research. The research has to meet scientific standards and thus you demonstrate your academic skills obtained during your education.

The goal of an MSc thesis is to contribute to scientific knowledge in marketing or consumer behaviour. The aim is to do research that meets scientific standards of scientific journals.

We supervise internal theses and external theses. Most MSc theses are internal, because this offers the best possibilities to make a scientific contribution. BSc theses are sometimes external, if organizations have relevant practical problems in marketing and/ or consumer behaviour that can be solved by doing research.

An internal thesis is conducted within the group. Internal theses contribute to the research program of the Marketing and Consumer Behaviour group. An internal thesis aims to contribute to publications in international scientific journals in marketing and consumer behaviour. For students interested in a research career, an internal thesis gives the best opportunity to develop academic research skills.

An external thesis is conducted outside the group. External theses contribute more remotely to the research program of the group. The application and further development of marketing and consumer behaviour knowledge prepares you to bring your academic skills into an applied environment.

Our thesis supervisors have their own areas of interest and expertise. The marketing and consumer behaviour group identifies research topics together with students that match the interests and ambitions of the student with the area of interest of a supervisor.

Our thesis supervisors

  • Understanding sustainable consumer behaviours
  • Information and labelling approaches
  • And the consumer-level effects of branding and positioning
  • Agricultural marketing
  • Marketing institutions (auctions & exchanges)
  • Commodity futures & options
  • Risk management

  • Strategic marketing
  • Interface between marketing and sustainable development of agrifood sectors in emerging and developing countries
  • Price strategy
  • Marketing animal-friendly products
  • Crossmodal interactions between foods' extrinsic and intrinsic properties (multisensory perception)
  • Consumers' attention and motivation
  • Sensory and consumer methodologies
  • How healthy eating is influenced by individuals’ motivation and competences
  • The role of the food environment
  • Interventions in schools, restaurants and other real-life settings.
  • Marketing and innovation in medium, small and micro firms
  • Contemporary marketing issues of farmers, horticultural growers, and food- and agribusiness firms
  • Consumer theory and marketing theory
  • Conflicts between long term goals and short term choices in consumers and throughout marketing systems
  • Individual choice processes
  • The pros and cons of different quantitative research methods for studying substantive issues in consumer behaviour and marketing
  • Digital support systems for healthy and sustainable consumer food choices
  • Online grocery shopping and meal ordering
  • Digital food marketing and personalization
  • Food labeling
  • Healthy and sustainable food consumption
  • How innovative technologies and digital approaches can contribute to the sustainable transformation of markets
  • Focusing on consumer research and business-to-business marketing

  • Online retailing
  • Digital food marketing
  • The effect of social media on consumer behavior and sustainability