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Ungeplante Käufe - Über den Impulskauf by Michel, Anne

Ungeplante Käufe - Über den Impulskauf

by Anne Michel
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Book cover type: Paperback
  • ISBN13: 9783640137794
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 24
  • Original Price: USD 26.9
  • Language: German
  • Edition: N/A
  • Item Weight: 46 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2008 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Georg-August-Universität Göttingen (Institut für Marketing und Handel), Veranstaltung: Käuferverhalten, Sprache: Deutsch, Abstract: "Es gibt oft Unterschiede zwischen dem, was die Kunden sagen und was sie tun, zwischen dem was sie tun und was sie im Innersten wirklich wollen, und zwischen dem, was sie sich vornehmen und was sie aufgrund einer Sinnesänderung in letzter Minute dann tatsächlich tun" (vgl. Kotler/Bliemel 1992: S. 300). Menschen fällen jeden Tag eine Vielzahl von Kaufentscheidungen. So kaufen sie oft bestimmte Produkte zum wiederholten Male, wie Duschgel oder Lebensmittel, manche aber auch nur einmal im Leben, wie z.B. ein Haus oder ein teures Auto. Solche Kaufentscheidungen laufen nicht immer nach dem gleichem Mustern ab. Über den Kauf von manchen Produkten macht man sich wochenlang Gedanken, wägt die möglichen Vor- und Nachteile ab, über andere Kaufentscheidungen denkt man gar nicht nach. Man geht durch den Laden und findet gleich das richtige Produkt. Das Wissen darüber, wie Käufer Entscheidungen treffen, ist von elementarer Bedeutung in der Markt- und Werbepsychologie. Nur wer über dieses Wissen verfügt, ist in der Lage den Konsumenten zur richtigen Zeit und in der richtigen Weise die richtige Art von Informationen zu vermitteln (vgl. Fill 2001: S. 115). Eine dänische Studie zum Beispiel ergab, dass neun von zehn Kunden beim Einkauf nur etwa zwei Drittel der gekauften Waren zuvor geplant hatten, die restlichen Produkte waren Spontankäufe (vgl. Solomon et al. 2001: S. 297). Laut einer Studie werden in Deutschland 55% aller Kaufentscheidungen vor Ort, also direkt am Point of Sale (POS) getroffen (Point of Purchase Advertising International, 1999). Die verschiedenen Arten von Kaufentscheidungen sind in zwei Kategorien unterteilbar: Auf der einen Seite gibt es die Kaufentscheidungen, die durch eine starke kognitive Kontrolle (z. B. extensive und limit

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