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Comprendre le Comportement du Consommateur by El Gozmir, Hasnaa

Comprendre le Comportement du Consommateur

by Hasnaa El Gozmir , Abderrahmane Chouhbi , Rachid El Moubarki
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Book cover type: Paperback
  • ISBN13: 9786206720249
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Editions Universitaires Europeennes
  • Publisher Imprint: Editions Universitaires Europeennes
  • Publication Date:
  • Pages: 96
  • Original Price: GBP 51.0
  • Language: French
  • Edition: N/A
  • Item Weight: 150 grams
  • BISAC Subject(s): Marketing / General

Comprendre le comportement du consommateur implique d'analyser différentes approches et théories comportementales, ainsi que d'étudier le processus de décision. Cette analyse examine comment les choix sont influencés par des mécanismes conscients et inconscients. En explorant divers modèles de prise de décision, tels que ceux de Nicosia, Howard et Sheth, Engel et al., et Fishbein et Ajzen, on peut saisir comment les consommateurs naviguent entre la recherche d'informations, l'évaluation des alternatives, et la décision finale. Ces modèles révèlent comment les processus conscients (comme l'analyse rationnelle) interagissent avec les influences inconscientes (comme les biais cognitifs et les émotions) pour façonner les décisions d'achat. Une compréhension intégrée de ces aspects est essentielle pour concevoir des stratégies marketing efficaces qui adressent à la fois les facteurs rationnels et émotionnels du comportement d'achat.

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