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The team hope that the results will generate priceless information that will be used by businesses, academics and public organisations well into the future

University of Exeter Business School academic part of €560,000 research bid win

Jonathan Schroeder, Professor of Marketing, is one of a team of academics that has secured €560,000 from the European Commission to research consumer behaviour in Europe.

This is the first time a study of this magnitude into this subject has ever been undertaken and the team hope that the results will generate priceless information that will be used by businesses, academics and public organisations well into the future.

Currently, this type of information is only collected in a few countries and is not organised or clearly disseminated. Also, it is often impossible to compare studies from one country to another as they have usually been undertaken using different methodologies.

Professor Schroeder and the rest of the team will publish a book at the end of the study which they hope will be used by other academics for teaching and research for the next 20 years or more.

Professor Schroeder commented ‘Much of the current thinking on consumer consumption and behaviour comes from the USA. The European market is now too important to rely on models imported from America. European companies need to be able to make evidence based decisions when deciding where to expand and develop markets and what the future may hold for their existing businesses. I am delighted to have been invited to play a leading role in the foundation of this body of work.

Date: 5 March 2010

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