Consumer behavior

In our research, we analyze the decision-making processes, preferences and behavioral patterns of consumers. If you understand the psychological and social aspects behind purchasing behavior, you can align your marketing activities accordingly and successfully position your food products on the market.

Expertise

Consumers are at the end of the value chain. However, in order to successfully market food products and services, they need to be involved right from the start.

We explore the motives, needs and behaviors of consumers specifically for your product category and recommend how you can use this knowledge profitably. Our work is practical and application-oriented.

Methods and more:

Questionnaire development, conducting surveys, statistical analysis of the data
Nationwide and multilingual surveys and experimental studies
Online surveys with our own national and/or regional panel
Qualitative interviews with consumers and experts as well as focus groups with guidelines, transcripts and analysis
Quantitative methods such as segmentation, driver analyses or experimental designs
Qualitative methods such as qualitative content analysis or grounded theory

Projects

Publications (selection)

Colombani, P., & Brunner, T. (2024). Feasibility of meat loss and waste estimates based on meat consumption and availability. Sustainability, 16, 458. 10.1016/j.algal.2023.103386
Brunner, T., Schnetzer, T., & Delley M. (2023). Emergence of new segments of Swiss wine consumers: A comparison with a segmentation study from 2011. Australian Journal of Grape and Wine Research, 6103015. 10.1155/2023/6103015
Lucas, B., Costa, J., & Brunner, T. (2023). Attitudes of consumers toward Spirulina and açaí and their use as a food ingredient. LWT, 178, 114600.
Mielmann, A., & Brunner, T. (2022). Linking the sensory taste properties of chocolate-based biscuits to consumers’ emotions: A cross-cultural study. Applied Sciences, 12, 8038.
Lucas, B., Costa, J., & Brunner, T. (2022). How information on superfoods changes consumers’ attitudes: An explorative survey study. Foods, 11, 1863.
Lucas, B., Guelpa, R., Vaihinger, M., Brunner, T., Costa, J., & Denkel, C. (2022). Extruded snacks enriched with açaí berry: physicochemical properties and bioactive constituents. Food Science and Technology, 42, e14822.
Arnaudova, M., Brunner, T. A., & Götze, F. (2022). Examination of students' willingness to change behaviour regarding meat consumption. Meat Science, 184, 108695.
Götze, F., & Brunner, T. A. (2021). A Consumer Segmentation Study for Meat and Meat Alternatives in Switzerland. Foods (Basel, Switzerland), 10(6).