I consider myself to be an expert in the field of Consumer Behaviour. I have obtained my B.Com Degree in Chartered Marketing; B.Com (Hons) in Marketing Management and Entrepreneurship; M.Com in Marketing Management (Focussed on Consumer Behaviour); and my Ph.D in Marketing Management. In addition to my academic qualifications, I have extensive experience in the corporate sector at the management level. I was the National Marketing and Sales Manager for a prestigious fashion house in South Africa prior to commencing my Doctoral studies.

Daleen van der Merwe has extensive research experience in the field of consumer information sources, especially in the context of consumers’ decision making considering food and product labels. Her current work has a strong interest in consumers’ from a health perspective. While working as researcher at the Agricultural Research Council – Grain Crops Institute (1999-2004), she completed both a master’s and a PhD degree in Food Science from the University of the Free State. Daleen van der Merwe accepted a position and the North-West University in 2005.