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Informations- und Entscheidungsverhalten älterer Menschen am Point of Sale

Informations- und Entscheidungsverhalten älterer Menschen am Point of Sale

          
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About the Book

Inhaltsangabe: Einleitung: Senioren werden von vielen Branchen inzwischen als attraktive Zielgruppe erkannt. Diese Arbeit konzentriert sich auf die Betrachtung der relevanten Aspekte für die Kaufentscheidung am Point of Sale, also im Geschäft, und ist somit auch für Handelsunternehmen von Interesse. Der Fokus liegt hierbei auf Konsumgütern des täglichen Bedarfs. Die Arbeit setzt sich mit dem Entscheidungsverhalten am Point of Sale auseinander, untersucht empirisch, ob alterspezifische Unterschiede aufgedeckt werden können und zieht Schlussfolgerungen für das Marketing. Gang der Untersuchung: Im ersten Teil der Arbeit werden die relevanten Einflussfaktoren auf das Kaufverhalten am Point of Sale erläutert, sowie Hypothesen über deren Veränderungen mit zunehmender Erfahrung der Kunden und deren Lebensalter hergeleitet. Der zweite Teil stellt die empirische Überprüfung dieser Hypothesen dar. Die Datengrundlage bildet eine Beobachtung mit anschließender Befragung von über 200 Kunden im Lebensmitteleinzelhandel. Inhaltsverzeichnis: Inhaltsverzeichnis: 1.Einleitung und Abgrenzung der Arbeit1 2.Der Begriff "Ältere Menschen"3 2.1Konzepte von Zeit und Alter3 2.2Abgrenzung der Altersgruppe4 3.Die aktivierenden Prozesse älterer Menschen5 3.1Die Aktivierung5 3.1.1Wirkungen der Aktivierung7 3.1.2Die Aktivierung älterer Menschen8 3.2Emotion12 3.3Einstellung14 3.3.1Einstellungsstabilisierung16 3.3.2Konsistenz von Einstellungen17 4.Die kognitiven Prozesse älterer Menschen18 4.1Das Drei-Speicher-Modell18 4.2Die Informationsaufnahme20 4.2.1Externe Informationsaufnahme20 4.2.1.1Aufnahme in den Sensorischen Speicher20 4.2.1.2Informationssuche22 4.2.2Interne Informationsaufnahme24 4.3Informationsverarbeitung und Need for Cognition26 4.4Informationsspeicherung27 4.4.1Der Erwerb von Produktwissen älterer Menschen28 4.4.2Das Produktwissen älterer Menschen29 5.Das Involvement älterer Menschen30 5.1Begriff des Involvements30 5.1.1Konzeptualisierung des Involve


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Product Details
  • ISBN-13: 9783838644523
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 10 mm
  • Width: 148 mm
  • ISBN-10: 3838644522
  • Publisher Date: 29 Aug 2001
  • Height: 210 mm
  • No of Pages: 172
  • Series Title: German
  • Weight: 236 gr


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