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Kognitive Prozesse als Bestimmungsgrößen des Konsumentenverhaltens und ihre Beeinflussbarkeit durch das Marketing

Kognitive Prozesse als Bestimmungsgrößen des Konsumentenverhaltens und ihre Beeinflussbarkeit durch das Marketing

          
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About the Book

Studienarbeit aus dem Jahr 2002 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Fachhochschule Erfurt, Veranstaltung: Konzeption und inhaltliche Aufgabenfelder des Produktmanagements, Sprache: Deutsch, Abstract: Was versteht man unter Konsumentenverhalten? Kroeber-Riel unterscheidet nach Konsumentenverhalten im engeren und im weiteren Sinne. Konsumentenverhalten im engeren Sinne ist das Verhalten der Menschen beim Kauf und Konsum von wirtschaftlichen Gütern. Konsumentenverhalten im weiteren Sinne ist ganz allgemein das Verhalten der "Letztverbraucher" von materiellen und immateriellen Gütern, also auch das Verhalten der Kirchgänger, Wähler, Patienten usw. Die Erforschung des Konsumentenverhaltens beschäftigt sich mit folgenden Fragen: Warum zeigen die Konsumenten ein bestimmtes Verhalten? Welche Einflussgrößen steuern und beeinflussen den Konsumenten. Läßt sich dieses Verhalten ändern und wie? Die Antworten auf diese Fragen liefert die empirische Marketingforschung. Die Ergebnisse, die mit Hilfe der Marketingforschung gewonnen werden, sind zu Theorien des Konsumentenverhaltens zusammengefasst. Diese sollen das Verhalten der Käufer erklären und voraussagen, damit Unternehmen die Konsumenten besser verstehen und ihre Marketingaktivitäten so ausrichten, dass die Käufer zufriedengestellt werden und das Unternehmen erfolgreicher wird. Das Ziel dieser Arbeit ist es die Einflüsse der kognitiven Prozesse auf das Konsumentenverhalten aufzuzeigen und die Möglichkeiten der Beeinflussung durch das Marketing darzustellen. Zum besseren Verständnis dieser Arbeit wird im nachfolgenden Abschnitt ein Überblick über die einzelnen Einflussgrößen im Konsumentenverhalten gegeben. Damit wird auch dargestellt, wie sich die kognitiven Prozesse im Gesamtsystem der Einflussgrößen eingliedern lassen. Im 2. Kapitel werden die kognitiven Prozesse einzeln beschrieben und es wird dargestellt inwieweit diese Prozesse einen Menschen steuern und sein Verhalten prägen könn


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Product Details
  • ISBN-13: 9783656208594
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 365620859X
  • Publisher Date: 03 Jun 2012
  • Height: 210 mm
  • No of Pages: 68
  • Series Title: German
  • Weight: 100 gr


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