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Lerntheorien im Konsumentenverhalten

Lerntheorien im Konsumentenverhalten

          
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About the Book

Studienarbeit aus dem Jahr 2002 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,9, Fachhochschule Erfurt, Veranstaltung: Instrumente und Methoden im Handel und Vertrieb, Sprache: Deutsch, Abstract: Bis Anfang der 60er Jahre gehörte die Erforschung des Konsumentenverhaltens im wesentlichen zur angewandten Psychologie und zur sozialökonomischen Verhaltensforschung. Nachdem sich aber die empirische Marketingforschung in den 60er Jahren etablierte, wurde die Erforschung des Konsumentenverhaltens zum wichtigen Gegenstand der Marketingforschung. Mitte der 60er Jahre wurden die Begriffe Konsumentenverhalten und Konsumentenforschung eingeführt und mittlerweile ist das Konsumentenverhalten ein wesentlicher Bestandteil der Marketinglehre. Die früheren Überlegungen zum Konsumentenverhalten sahen den Konsumenten als einen "rationalen Käufer". Man ist also davon ausgegangen, dass der Konsument mit Hilfe von Informationen Entscheidungen so trifft, dass sein Nutzen maximiert wird. Diese Sichtweise hat sich in der Realität nicht bestätigt, da der Käufer sehr oft nur zufriedenstellende und nicht optimale Entscheidungen traf und die ihm gegebene Informationen nicht vollständig nutzte. Diese Sichtweise vom "rationalem Käufer" musste also zum Teil verworfen werden und man suchte nach neuen Erkenntnissen. Die Theorien des Konsumentenverhaltens sind Ergebnisse der empirischen Konsumentenforschung. Sie sollen das Verhalten der Käufer erklären und Antwort geben, warum die Konsumenten in bestimmten Situationen so reagieren und nicht anders. Mit Hilfe dieser Theorien sollen die Unternehmen die Konsumenten besser verstehen und ihre Marketingaktivitäten so ausrichten, dass die Kunden zufriedengestellt werden und das Unternehmen erfolgreicher wird. Die vorliegende Arbeit beschäftigt sich nur mit einem Teil der Theorien im Konsumentenverhalten - mit den Lerntheorien. Das Ziel ist es hier die Erkenntnisse aus der Lernforschung darzustellen und zu zeigen welche Roll


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Product Details
  • ISBN-13: 9783656209034
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3656209030
  • Publisher Date: 25 Jun 2012
  • Height: 210 mm
  • No of Pages: 56
  • Series Title: German
  • Weight: 86 gr


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