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Ungeplante Käufe: Impulskauf by Stitz, Daniel

Ungeplante Käufe: Impulskauf

by Daniel Stitz
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Book cover type: Paperback
  • ISBN13: 9783640328895
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 44
  • Original Price: USD 26.9
  • Language: German
  • Edition: N/A
  • Item Weight: 68 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2008 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Georg-August-Universit�t G�ttingen (Institut f�r Marketing und Handel Abt. Marketing), Veranstaltung: Vorlesung und �bung: K�uferverhalten, Sprache: Deutsch, Abstract: Kaufentscheidungen treten in verschiedenster Weise auf, sie k�nnen geplant sein oder ungeplant, als Impulskauf bzw. Impulsk�ufe in Bruchteilen von Sekunden fallen. Die verschiedenen Kaufentscheidungen sind in zwei Kategorien unterteilbar: Solche mit st�rkerer kognitiver Kontrolle wie beispielsweise extensive und limitierte Kaufentscheidungen und solche mit schw�cherer kognitiver Kontrolle, zu denen die ungeplanten K�ufe im weiteren und die Impuls- und Gewohnheitsk�ufe im engeren Sinne z�hlen. Der ungeplante Kauf, als eine �ber der Kaufentscheidung stehenden Kategorisierung, ist Thema dieser Arbeit. Zun�chst soll der ungeplante Kauf innerhalb der Kaufentscheidungstypen eingeordnet werden. Nach einer Abgrenzung der zentralen Begrifflichkeiten und Definitionen, vor allem im Hinblick auf den Impulskauf, folgen Beispielstudien �ber den Stand der Forschung auf diesem Gebiet. Anschlie end wird die Studie "Impulsive Cosumer Buying as a Result of Emotions" von P. Weinberg und W. Gottwald vorgestellt und vor dem thematischen Hintergrund der Operationalisierung von Impulsk�ufen diskutiert. Abgeschlossen wird die Arbeit mit einem Ausblick und einem Fazit in denen die Studie kritisch gew�rdigt und auf Tendenzen und Entwicklungen hingewiesen wird.

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