Summary
Samenvatting Consumentengedrag
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Gegegeven door Indra Bruynseels in eerste bachelor Marketing UCLL. Behaalde cijfer: 18/20
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By: elinebrown • 10 months ago
By: sethvranken • 1 year ago
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CONSUMENTENGEDRAGInhoud
Hoofdstuk 1: inleiding...............................................................................................................................................2
Stimulus-respons model....................................................................................................................................4
Hoofdstuk 2: culturele factoren................................................................................................................................6
cultuur...............................................................................................................................................................6
subcultuur..........................................................................................................................................................8
Sociale klasse.....................................................................................................................................................9
Hoofdstuk 3: Sociale factoren.................................................................................................................................10
Groepen...........................................................................................................................................................10
gezin................................................................................................................................................................12
Rol en status....................................................................................................................................................12
Hoofdstuk 4: persoonlijke factoren........................................................................................................................14
Leeftijd en levensfase......................................................................................................................................14
beroep.............................................................................................................................................................14
Financiele situatie............................................................................................................................................14
Levensstijl........................................................................................................................................................15
Persoonlijkheid................................................................................................................................................16
Hoofdstuk 5: Psychologische factoren....................................................................................................................18
5.1 Motivatie.......................................................................................................................................................18
5.1.2 Effecten van motivatie...............................................................................................................................23
Gedrag (met veel inspanning).........................................................................................................................23
Informatieverwerking en beluitvorming.........................................................................................................24
Betrokkenheidsgevoel.....................................................................................................................................24
5.1.3 middelen.....................................................................................................................................................25
financieel.........................................................................................................................................................25
cognitief...........................................................................................................................................................25
emotioneel......................................................................................................................................................25
fysiek................................................................................................................................................................26
Sociaal en cultureel.........................................................................................................................................26
Opleiding en leeftijd........................................................................................................................................26
5.1.4 oppurtuniteit..............................................................................................................................................26
tijd....................................................................................................................................................................27
afleiding...........................................................................................................................................................27
Andere factoren..............................................................................................................................................27
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, 5.2 blootstelling, aandacht, perceptie en begrip................................................................................................28
1. Blootstelling.................................................................................................................................................28
2. Aandacht.....................................................................................................................................................29
3. Perceptie.....................................................................................................................................................31
5.3 leren en geheugen.........................................................................................................................................35
Wat is Geheugen.............................................................................................................................................35
Hoe leren consumenten..................................................................................................................................37
5.4 attitudes........................................................................................................................................................40
definitie...........................................................................................................................................................40
kenmerken......................................................................................................................................................40
vorming...........................................................................................................................................................41
6. besluitvorminigsproces.......................................................................................................................................45
6.1 besluitvormingsproces koper........................................................................................................................46
koopgedrag......................................................................................................................................................46
besluitvorming.................................................................................................................................................49
Nieuwe producten...........................................................................................................................................53
HOOFDSTUK 1: INLEIDING
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,= “Consumentengedrag geeft de totaliteit weer van beslissingen van consumenten met betrekking
tot het verkrijgen, consumeren en zich ontdoen van goederen, diensten, activiteiten, ervaringen,
mensen en ideeën door (menselijke) decision-making units of DMU’s (doorheen de tijd).”
Consumentengedrag is het koopgedrag van de eindgebruiker. Alle individuen en huishoudens kopen
voor persoonlijk gebruik, dit is de consumentenmarkt
“Totaliteit van beslissingen”:
Of, wat, waarom, hoe, waar, wanneer, hoe veel, hoe vaak en hoe lang we iets willen kopen,
gebruiken, wegdoen
- Of, wat, waarom, en hoe wordt vaak bepaald door onze behoeften en doelen (zie hoofdstuk
5.1)
- Wanneer wordt o.a. bepaald door onze levensfasen (zie hoofdstuk 4)
- Waar wordt o.a. bepaald door type product (privé of publiek?)
- Hoe veel, hoe vaak, hoe lang wordt o.a. bepaald door persoonlijke en culturele factoren (zie
hoofdstukken 2,4)
“Verkrijgen, consumeren en zich ontdoen van”:
“goederen, diensten, activiteiten, ervaringen, mensen en ideeën”
“Door (menselijke) DMU”:
Verschillende mensen zin betrokken bij consumentengedrag
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, Rollen van DMU:
- informatie-verzamelaar
- Beinvloeder
- Beslisser
- Koper
- Gebruiker
Doorheen de tijd:
Consumentengedrag: dynamisch
proces
Consumentengedrag > aankopen van goederen
Alomtegenwoordigheid consumentengedrag
Studie van het consumentengedrag:
Belangrijk voor o.a. marketing, overheidsbeleid, ethiek, etc.
Helpt ons bij het begrijpen van ons eigen gedrag – waarom kopen we bepaalde
dingen, waarom gebruiken we ze op een bepaalde manier en hoe maken we ons
ervan af.
Beïnvloeden van consumentengedrag door middel van nudging
= onbewust gedrag bewust beïnvloeden
“A nudge, as we will use the term, is any aspect of the choice architecture that alters people's
behavior in a predictable way without forbidding any options or significantly changing their economic
incentives. To count as a mere nudge, the intervention must be easy and cheap to avoid. Nudges are
not mandates. Putting fruit at eye level counts as a nudge. Banning junk food does not.”
- Letterlijk: een zacht duwtje in de goede richting
- Speelt in op automatisch en onbewust gedrag
Voor effectief gezondheidsbeleid
Bv: groene voedstappen naar vuilbak, nutri score, vlieg sticker in urinoir, calorieën op trappen
schrijven, u rijdt “…” km per uur
STIMULUS-RESPONS MODEL
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