The Chair of Marketing and Consumer Research (MCR) is part of the Technical University of Munich (TUM). It focuses on approaches in consumer economics and consumer behavior research. The objects of research are primarily but not exclusively nutrition behavior and the demand for food. Research insights serve as basis for conclusions in the area of marketing and consumer policy.Website
Role in the project
TUM will carry out a marketing and market analysis on fermented food (FF) products, incl. a demand and supply report. FF producers will be identified and subjected to qualitative and quantitative surveys. A pan-EU survey will identify drivers of persistent innovative activities. In addition, TUM will carry out a multi-country consumer survey on the perception and acceptance of FF and will provide input to the FF prototypes accompanied with sensory experiments.
Professor and Chair