In deze samenvatting worden hoofdstukken 1,2,3,4,6,14 en 16 samengevat van het boek Consumentengedrag, de basis. In jaar 1 en 2 van de opleiding Ondernemerschap en retailmanagement worden er kennistoetsen afgenomen waar onder andere deze hoofdstukken worden getoetst.
,Inhoudsopgave
HOOFDSTUK 1: INHOUD EN BELANG VAN CONSUMENTENGEDRAG................................................................4
PARAGRAAF 1: CONSUMENTENGEDRAG IN HET DAGELIJKS LEVEN.....................................................................................4
PARAGRAAF 2: CONSUMENTENGEDRAG NADER OMSCHREVEN.........................................................................................4
PARAGRAAF 3: STUDIE VAN CONSUMENTENGEDRAG.....................................................................................................5
PARAGRAAF 4: NUT VAN DE STUDIE VAN CONSUMENTENGEDRAG....................................................................................6
PARAGRAAF 5: CONSUMENT EN BEÏNVLOEDING............................................................................................................7
PARAGRAAF 6: HET WIEL VAN CONSUMENTENGEDRAG..................................................................................................7
HOOFDSTUK 2: PERSOONLIJKHEID EN LEVENSSTIJL........................................................................................7
PARAGRAAF 1: PERSOONLIJKHEID..............................................................................................................................7
PARAGRAAF 2: LEVENSSTIJL......................................................................................................................................8
HOOFDSTUK 3: MOTIVATIE, BEHOEFTEN EN WAARDEN..................................................................................9
PARAGRAAF 1: KENMERKEN VAN HET MOTIVATIEPROCES...............................................................................................9
PARAGRAAF 2: MOTIVATIECONFLICTEN.....................................................................................................................10
PARAGRAAF 3: DE BEHOEFTEN VAN MASLOW...........................................................................................................10
PARAGRAAF 4: POSITIEVE EN NEGATIEVE MOTIVATIE...................................................................................................11
PARAGRAAF 5: MOTIVATIE EN WAARDEORIËNTATIE....................................................................................................12
PARAGRAAF 6: MOTIVATIE EN BETROKKENHEID..........................................................................................................13
PARAGRAAF 7: MARKETINGIMPLICATIES VAN WAARDEKETENS EN BETROKKENHEID............................................................13
PARAGRAAF 8: ONDERZOEK NAAR MOTIEVEN............................................................................................................13
HOOFDSTUK 4: WAARNEMING EN VERWERKEN VAN INFORMATIE...............................................................14
PARAGRAAF 1: HET INFORMATIEVERWERKINGSPROCES................................................................................................14
PARAGRAAF 2: EXPOSURE......................................................................................................................................14
PARAGRAAF 3: AANDACHT.....................................................................................................................................15
PARAGRAAF 4: BEGRIP..........................................................................................................................................16
PARAGRAAF 5: ONTHOUDEN..................................................................................................................................16
PARAGRAAF 6: WAARNEMING EN VERWERKING VAN INFORMATIE ALS ONBEWUSTE HERSENPROCESSEN: DE BASIS VAN
NEUROMARKETING................................................................................................................................................17
HOOFDSTUK 6: ATTITUDE EN VERANDERING VAN ATTITUDE........................................................................17
PARAGRAAF 1: INHOUD VAN HET BEGRIP ATTITUDE.....................................................................................................17
PARAGRAAF 2: HET ONTSTAAN VAN ATTITUDES..........................................................................................................17
PARAGRAAF 3: DRIE COMPETENTIES VAN ATTITUDE: WETEN, VOELEN EN DOEN................................................................18
PARAGRAAF 4: HET GEBRUIK VAN MULTI-ATTRIBUUTMODELLEN....................................................................................18
PARAGRAAF 5: BEÏNVLOEDING VAN ATTITUDES..........................................................................................................19
PARAGRAAF 6: BEÏNVLOEDING VAN ATTITUDES MET BEHULP VAN EEN MULTI-ATTRIBUUTMODEL..........................................19
PARAGRAAF 7: ATTITUDEVERANDERING OP BASIS VAN GEDRAGSBEÏNVLOEDING................................................................20
HOOFDSTUK 14: PRODUCTEN EN CONSUMENTENGEDRAG...........................................................................20
PARAGRAAF 1: BETEKENISSEN VAN PRODUCTEN..........................................................................................................20
PARAGRAAF 2: BRONNEN VAN PRODUCTBETEKENISSEN................................................................................................22
PARAGRAAF 3: PRODUCTSTIMULI............................................................................................................................23
PARAGRAAF 4: MERKENTROUW..............................................................................................................................23
PARAGRAAF 5: GEVOELENS OVER EN KENNIS VAN PRODUCTEN......................................................................................24
PARAGRAAF 6: PRODUCTLEVENSCYCLUS EN TYPEN CONSUMENTEN.................................................................................25
HOOFDSTUK 16: PRIJS EN CONSUMENTENGEDRAG......................................................................................26
PARAGRAAF 1: ELEMENTEN IN HET RUILPROCES: KOSTEN EN OPBRENGSTEN.....................................................................26
PARAGRAAF 2: PERCEPTIE EN ATTITUDE TEN AANZIEN VAN DE PRIJS...............................................................................26
PARAGRAAF 3: GEDRAG ONDER INVLOED VAN DE PRIJS................................................................................................27
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