MCB-30306 Consumer Behaviour: Concepts and Research Methods


Credits 6.00

Teaching methodContact hours
Independent study
Course coordinator(s)dr. IA van der Lans
Lecturer(s)dr. IA van der Lans
dr. YK van Dam
prof. dr. ir. JCM van Trijp
MSc ND Steenis
Examiner(s)dr. IA van der Lans

Language of instruction:


Assumed knowledge on:

MCB-20806 Principles of Consumer Studies; MAT-22306 Quantitative Research Methodology and Statistics or Social Sciences (YSS).

Continuation courses:

MCB-32306 Applied Consumer Studies; MCB-30806 Sensory Perception & Preference; MCB-31306 Selected Themes in Marketing and Consumer Behaviour, MCB-804. Thesis Marketing & Consumer Behaviour.


This course builds the relation between consumer behaviour and marketing management, with a focus on product and distribution policy, and the design and development of new products in consumer-oriented chains, as well as on often-used research methodology for understanding consumer behaviour.

Learning outcomes:

After successful completion of this course students are expected to be able to:
- explain, analyse, and critique theories and models about some fundamental consumer processes;
- explain and appraise the goal and characteristics of a number of research methods and data-analysis techniques that are often used for the analysis of consumer behaviour;
- apply these data-analysis techniques to actual data, in order to answer a research question;
- appraise theories and models on consumer behaviour and research methods from the perspective marketing planning and strategies in consumer-oriented chains;
- explain the dynamics between consumer behaviour and marketing management;
- make an adequate selection from among a number of theories and research methods, given a consumer-behaviour-related marketing problem.


- following lectures;
- studying literature;
- group work to apply the knowledge in data analysis.


- written examination;
- assessment of group work.


Selected articles.

Compulsory for: BBCManagement and Consumer StudiesBScB: Consumer Studies4WD
Restricted Optional for: MMEManagement, Economics and Consumer StudiesMScA: Management Studies4WD
MMEManagement, Economics and Consumer StudiesMScB: Consumer Studies4WD
MOAOrganic AgricultureMScB: Consumer and Market4WD