This BSc minor gives the student a broad introduction into consumer behavior; focused on the way in which consumer adopt and use products and services that are brought to the market by a production chain. Consumer behavior remains an elusive yet important element of production chains in the agrifood sector. Investments and policies can result in technologically advanced and very innovative products. However, if these developments fail to attract and keep consumers they are doomed to fail. For the development of new technologies, new products, new policies and the understanding of public response to innovations it is important to have a grasp of consumer behavior to understand and predict success and failure factors.
This BSc minor focuses on providing an overview on consumer behavior in relation to products and services.
After successful completion of this minor students are expected to be able to:
- understand the main theories and approaches to consumer behavior;
- explain the relevant theories from social psychological and sociological perspective on consumer behavior;
- apply consumer behavior theories in developing products and bringing those to the market.
BSc Minor Coordinator
Drs Y.K. van Dam
This minor is interesting for students from a broad range of BSc programmes.
Components of the BSc Minor