Our research at the Chair of Marketing and Consumer Behavior helps companies responsibly leverage innovations in product choice and food marketing. We demonstrate how understanding consumer decisions can link customer benefits with business success. We study how price effects influence consumers' product and brand choices. The focus is on consumer experiences, brand preferences, and product recommendations to gain deeper insights into consumer motivation and loyalty. We analyze how nutritional labeling, ethical labels, and self-regulation impact food choices. Using innovative methods, we develop strategies for more sustainable and informed food selection. We apply advanced statistical methods like nonparametric models, spatial statistics, and discrete choice modeling to capture consumer heterogeneity and optimize marketing mix models and basket analyses.
RESEARCH
OUR CURRENT RESEARCH SPOTLIGHTS
Consumer Behavior
Food Marketing
Statistical Methods
Publications
Prof. Dr. Yasemin Boztug
Stephen Youngun Park, Ph.D.
Dr. Helena Schirmacher
Dr. Gesa Stremmel
Dr. Fernanda Carneiro
Dr. Ainslee Erhard
Chiara Pfeiffer, M.Sc.
Ahmet Samet Ergün, M.A.
