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Comprendere il comportamento dei consumatori by El Gozmir, Hasnaa

Comprendere il comportamento dei consumatori

by Hasnaa El Gozmir , Abderrahmane Chouhbi , Rachid El Moubarki
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Book cover type: Paperback
  • ISBN13: 9786208092436
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Edizioni Sapienza
  • Publisher Imprint: Edizioni Sapienza
  • Publication Date:
  • Pages: 104
  • Original Price: GBP 51.0
  • Language: Italian
  • Edition: N/A
  • Item Weight: 164 grams
  • BISAC Subject(s): Marketing / General

La comprensione del comportamento del consumatore implica l'analisi di diversi approcci e teorie comportamentali e lo studio del processo decisionale. Questa analisi esamina come le scelte siano influenzate da meccanismi consci e inconsci. Esplorando vari modelli di processo decisionale, come quelli di Nicosia, Howard e Sheth, Engel et al. e Fishbein e Ajzen, possiamo capire come i consumatori si muovono tra la ricerca di informazioni, la valutazione delle alternative e la decisione finale. Questi modelli rivelano come i processi consci (come l'analisi razionale) interagiscano con le influenze inconsce (come i pregiudizi cognitivi e le emozioni) per dare forma alle decisioni di acquisto. Una comprensione integrata di questi aspetti è essenziale per progettare strategie di marketing efficaci che affrontino sia i fattori razionali che quelli emotivi del comportamento d'acquisto.

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