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Affektive und kognitive Reaktionen des Verbraucherverhaltens by Sujith Jayasooriya, Shamala Kumar

Affektive und kognitive Reaktionen des Verbraucherverhaltens

by Sujith Jayasooriya , Shamala Kumar
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Book cover type: Paperback
  • ISBN13: 9786208917326
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Verlag Unser Wissen
  • Publisher Imprint: Verlag Unser Wissen
  • Publication Date:
  • Pages: 64
  • Original Price: GBP 31.23
  • Language: German
  • Edition: N/A
  • Item Weight: 100 grams
  • BISAC Subject(s): Production & Operations Management

Das Verst�ndnis des Verbraucherverhaltens ist ein entscheidendes Element bei der Entwicklung von Marketingstrategien. Affekt und Kognition haben tiefgreifende Auswirkungen auf die Verhaltensmuster der Verbraucher und sind zwei Arten von Reaktionen, die Verbraucher auf Umweltreize und Ereignisse haben k�nnen. Das Hauptziel der Studie war die Entwicklung eines Modells, das die affektiven und kognitiven Reaktionen der Verbraucher im Zusammenhang mit der Entwicklung von Markentreue beschreibt. Es wurde eine Quotenstichprobenmethode angewandt, um Quoten in Einkaufsst�tten (Boutiquen und Superm�rkte) zu erstellen. Insgesamt wurden 150 Verbraucher in die Stichprobe aufgenommen. Die Regressionsanalyse ergab, dass der Affekt das Markenimage vorhersagt und dass Gef�hle und �berzeugungen signifikante Pr�diktoren sind. Die Regression der Kognition auf das Markenimage zeigt, dass diese Entscheidungskomponenten signifikant sind. Markentreue und Nutzungsrate scheinen sich bei Boutique- und Supermarktkunden zu unterscheiden. Die Komponenten des Affekts und der Kognition sind signifikante Pr�diktoren f�r das Markenimage, und �berzeugungen und Markenimage sind signifikante Pr�diktoren f�r die Markentreue. Die affektiven und kognitiven psychologischen Reaktionen der Verbraucher k�nnen zum Aufbau des stillschweigenden Wissens der Verbraucher genutzt werden.

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