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.