Consumer behaviour

The success or failure of products and services is ultimately determined by their acceptance in consumer markets. The Consumer Behaviour knowledge domain seeks to understand the psychology and behaviour of consumers − particularly consumer attitudes and buying behaviour.

To address the heterogeneity of the consumer market, we identify and study a variety of consumer segments. We also investigate the methodological aspects of consumer surveys to optimise the measurement of all aspects of consumer behaviour.

Key research areas

We have special expertise in:

• survey methodology
• market segmentation
• consumer response to innovations and technology

Research results and publications

Curious about some of our research results and publications?

• Determinants and outcomes of customer's usage of self-service technology in a retail setting

  Bert Weijters, Deva Rangarajan, Tomas Falk and Niels Schillewaert
  Journal of Service Research, Vol. 10, Iss. 1, 2007, pp. 3-21

• Evaluation of age-related labels by senior citizens

  Bert Weijters and Maggie Geuens
  Psychology & Marketing, Vol. 23, Iss. 9, 2006, pp. 783-798

• All Consumer behaviour publications.

Research for your organisation

In addition to conducting research that contributes to fundamental academic knowledge, we can also carry out practice-based research especially for your organisation.

• Explore research opportunities that may benefit your organisation.

Research office for consumer behaviour

In partnership with InBev, Vlerick has established a research office for consumer behaviour. This office studies the how and why of leisure activities. The goal is to develop relevant perspectives, concrete advice and useful tools in the area of consumer behaviour for organisations.

Our experts

Meet the faculty and researchers who are experts in Consumer Behaviour.

Tips from our experts

Journals, portals and books keep you informed about trends in Consumer Behaviour. Some recommendations from our experts:

News

• City centres increasingly more popular, out-of-town stores losing ground. Uplace does have solid support among consumers.
• How do you win the hearts of shoppers?
• Insights into the buying behaviour of Belgian consumers in times of crisis

All news