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Kaufentscheidungsprozesse Des Konsumenten by Roland Schulz

Kaufentscheidungsprozesse Des Konsumenten

by Roland Schulz
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Book cover type: Paperback
  • ISBN13: 9783409368919
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Publication Date:
  • Pages: 151
  • Original Price: EUR 56.07
  • Language: German
  • Edition: 1972
  • Item Weight: 259 grams
  • BISAC Subject(s): Economics / General

1m Rahmen einer entscheidungsorientierten, praktisch anwendbaren Marke- tingtheorie ist dem Verhalten der Kaufer besondere Beachtung zu schenken, da der Erfolg oder MiBerfollg aller auf den Absatzmarkt gerichteten Aktivi- taten der Unternehmung von den Kaufentscheidungen der Konsumenten ab- hangt. Um den Unternehmungen Empfehlungen fur den Einsatz ihrer Mar- ketinginstrumente geben zu konnen, ist die Entwicklung von realistischen Erklarungsmodellen des Kauferverhaltens unabdingbare Voraussetzung. Diese Erklarungsmodelle sollen gleichzeitig als Orientierungshilfe bei der Gewinnung und Interpretation von Marktinformationen dienen. Wahrend man sich in der Vergangenheit lediglich mit Teilaspekten des Kauferverhaltens beschaftigt hat, werden in jungster Zeit in verstarktem MaBe Anstrengungen zur Integration dieser verschiedenen theoretischen An- satze und empirischen Forschungsergebnisse unternommen. Mit einem dieser Integrationsversuche - der ProzeBanalyse des Kaufs - beschaftigt sich die vorliegende Untersuchung. Ziel dieser Arbeit ist es, die in der amerikanischen Literatur diskutierten ProzeBmodelle darzustellen, zu wurdigen, einer vergleichenden Analyse zu unterziehen und Ansatzpunkte fUr ihre Weiterentwicklung aufzuzeigen. Das Hauptinteresse gilt dabei der Frage, welche Aussagen sich aus den Modellen ableiten lassen, die fUr eine praktisch anwendbare Marketingtheorie von Bedeutung sind.

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