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Neuromarketing als Teil der Marktforschung: Die Auswirkung von Marken auf das Kaufverhalten

Neuromarketing als Teil der Marktforschung: Die Auswirkung von Marken auf das Kaufverhalten

          
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About the Book

Diplomarbeit aus dem Jahr 2010 im Fachbereich BWL - Allgemeines, Note: 1,0, Verwaltungs- und Wirtschafts-Akademie Wiesbaden e.V., Sprache: Deutsch, Abstract: Die Bedeutung von Marken als immaterieller Wert für ein Unternehmen, hat in denn letzten Jahren an Relevanz gewonnen. Denn es ist die Marke, die Kaufentscheidung und -verhalten, des Konsumenten im erheblichen Maße beeinflusst. Um Wettbewerbsvorteile zu generieren, muss man sich heute von der zunehmenden Funktions- und Qualitätshomogenität auf den Märkten absetzen. Angesichts der knappen Informationsaufnahmekapazität eines Konsumenten, sollte es Ziel eines jeden Unternehmens sein, aus dem Markenangebot mit seinen Produkten heraus zu ragen. Die Konsumentenverhaltensforschung ist eine zentrale Aufgabe der Marketingwissenschaft und hat das Ziel, den Konsumenten und dessen Kaufverhalten besser verstehen zu können . Dazu kann die traditionelle Marktforschung genutzt werden, um die Ergebnisse der psychologischen Marktforschung interpretieren zu können, allerdings sind diesen Erkenntnissen Grenzen gesetzt, da die Verhaltensmuster der Konsumenten oft wesentlich Komplexer sind und somit nicht alle Aspekte erfasst werden können. Mit dem Ziel, den Kunden besser verstehen zu können, bedienen sich die Wirtschaftswissenschaften zunehmend Methoden aus anderen Wissenschaftsgebieten. Dabei setzt sich die Neuroökonomie mit Forschungsergebnissen der Neuro- und Kognitionswissenschaften sowie der Psychologie auseinander. Im Bezug auf neurowissenschaftliche Methoden, ist es durch die neuen Resultate der Gehirnforschung gelungen, die Funktionsweise des Gehirns besser zu verstehen. Dadurch ist es zu einem Erkenntniszuwachs in der Konsumentenverhaltensforschung gekommen. Die daraus resultierenden Ergebnisse für das Marketing und die Marktforschung, spiegeln sich im Bereich des Neuromarketings wieder. 1.2 Die Geburtsstunde des Neuromarketing Heutzutage steht die Frage im Mittelpunkt, wie viel unseres Verhaltens tun wir bewusst


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Product Details
  • ISBN-13: 9783640799398
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 113 gr
  • ISBN-10: 3640799399
  • Publisher Date: 14 Jan 2011
  • Height: 210 mm
  • No of Pages: 80
  • Series Title: German
  • Sub Title: Die Auswirkung von Marken auf das Kaufverhalten
  • Width: 148 mm


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Neuromarketing als Teil der Marktforschung: Die Auswirkung von Marken auf das Kaufverhalten
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Neuromarketing als Teil der Marktforschung: Die Auswirkung von Marken auf das Kaufverhalten
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