Samenvatting

Supermarket discounts have many benefits, they prevent food waste and they can benefit the wallet of the consumer. However, when discount can tempt a consumer to make purchases, he would not have made were the discount not there, then the discount (even though good for the wallet) could have had a negative impact on the healthiness of the diet of this consumer. This research has been conducted to identify the scope of this problem. Hence, make the consumer conscious about further consequences related to the decision to buy in discount. The focus will not be on the price, but on the health effect on the diet of the consumer.