Understanding Consumer Behavior – A Key to Success

Interdisciplinary collaboration between the master's in Business Psychology & Management and Food Technology & Nutrition

Understanding consumer behavior is a crucial success factor for product development, business strategy, and marketing. Those who understand how customers think, feel, and act can make more informed decisions. It is not just about the fact that satisfied consumers are more likely to make impulse purchases, but also about what makes them happy in the long run. Think of the iconic meatballs and coffee at IKEA – don't they ultimately bring you a sense of happiness?

Regardless of the industry, knowing your consumers is essential for tailoring products and services to their needs.

In the Food Technology & Nutrition master’s program at MCI, the course "Consumer Behavior & Marketing Psychology" is offered as an elective. On February 26, five students from this program participated in the online kick-off. We are pleased to expand the diversity of the Business Psychology & Management master’s student group and apply theoretical concepts to real-world case studies.

But why is it particularly beneficial for these students to specialize in "Consumer Behavior & Marketing Psychology"?

Did you know that two of the most important developments in the food and beverage sector for 2025 are:

• Chain Reactions: Supply shortages will occur more frequently, challenging the industry to build consumer trust in new production methods, ingredients, and flavors.

• Focus on Nutritional Values: Food is increasingly seen as "medicine," with functional additives playing a growing role in meeting daily nutritional needs.

Consumers remain at the center of these trends. Developing and implementing innovative marketing psychology strategies will therefore play a key role in creating a sustainable and modern food system. To successfully implement these strategies, it is essential to understand the psychological factors that influence consumer behavior. Analyzing social, cultural, and psychological influences and their interactions in different market contexts is becoming increasingly important.