Consumer Understanding and Behaviour
Full course description
The business of “healthy eating” is known to have a relatively high product failure rate. Basic questions addressed in this course are: Why do people eat what they eat and why is this so difficult to change. Triggering health-conscious purchase and consumption behaviour requires a thorough understanding of consumer behaviour. In this course we will take a look at the basic psychological concepts that account for individual consumer behaviour and demonstrate how these concepts can be applied to the context of (health) food products. The discussion and study material will be organised around the consumer's purchase and consumption process, going from need recognition to actual consumption. Furthermore, students will be explained how emotions, perceptions, expectations and context can often lead people astray. The general principles will be specified and applied to nutrition and health. The course consists of lectures and tutorial sessions. The lectures will be given by academic researchers and deal with topics such as food innovation, obesity, food temptations etc. The tutorial sessions fulfill the purpose to discuss central aspects of consumer behaviour such as, for instance, motivation, perception and learning.
- In-depth insights in consumer health concerns;
- Insights in research methods used to understand the market and its dynamics, especially consumer desires, concerns, perceptions and behaviour;
- Understanding environmental and socio-economical influences on food consumption;
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