The Chair Group Marketing and Consumer Research focuses on approaches in consumer economics and consumer behaviour research. Consumers are regarded as individuals in their social, cultural and institutional context. The objects of research are primarily but not exclusively nutrition behaviour and the demand for food.
The data for our research comes from surveys and economic experiments, as well as from large data collection efforts such as the Income and Expenditure Survey of the Federal Statistical Office, the GfK Consumer Scan panel or federal health surveys.
Research insights serve as basis for conclusions in the area of marketing and consumer policy.