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Samenvatting - consumentengedrag

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Deze samenvatting is compleet van het vak 'consumentengedrag'. Deze samenvatting bevat alle lesonderwerpen en slides die zijn besproken in de les. Je hebt er geen boek voor nodig!! Door deze samenvatting te leren behaalde ik 17/20.

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  • January 6, 2024
  • 59
  • 2023/2024
  • Summary
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Samenvatting consumentengedrag


Inhoudsopgave
Marketing is een proces................................................................................................................................. 4
inzicht krijgen in de consument............................................................................................................................5
de consument kan bestudeerd worden vanuit verschillende invalshoeken....................................................5
Consumenten lijken gelijkaardig op sommige vlakken… maar verschillen op andere vlakken........................6
Marktsegmentatie.................................................................................................................................................6
segmentatievariabelen......................................................................................................................................7
Demografische segmentatievariabelen............................................................................................................7
Geografische segmentatievariabelen................................................................................................................9
Psychografische grafische segmentatievariabelen...........................................................................................9
Geïntegreerd marketingprogramma...................................................................................................................11
Relatiemarketing.................................................................................................................................................11
Evolutie van consumentengedrag................................................................................................................. 12
Het besluitvormingsproces van de koper...................................................................................................... 12
fase 1: Behoefteherkenning................................................................................................................................12
Motivatieproces..............................................................................................................................................13
Classificatie van consumentenbehoeften.......................................................................................................16
Behoeftehiërarchie Maslow............................................................................................................................16
Fase 2: informatieverzameling............................................................................................................................20
Kosten..............................................................................................................................................................20
Rationeel perspectief......................................................................................................................................21
Routinematige respons:..................................................................................................................................23
Uitgebreide probleemoplossing:.....................................................................................................................23
Beperkte probleemoplossing:.........................................................................................................................23
Segmentatie op basis van betrokkenheid.......................................................................................................24
Type consumentenproducten.........................................................................................................................27
Fase 3: afwegen van de alternatieven................................................................................................................29
Alternatieven in kaart brengen.......................................................................................................................29
Productkeuze: kiezen tussen alternatieven....................................................................................................30
fase 4: Factoren die een invloed kunnen hebben op het moment van de koopbeslissing................................32
Toestand van consument: situatiefactoren....................................................................................................32
Toestand van consument: tijdsdruk................................................................................................................32
Toestand van consument: stemming..............................................................................................................33
De (fysieke) koopomgeving.............................................................................................................................33
De (sociale) koopomgeving.............................................................................................................................35


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,Samenvatting consumentengedrag
Fase 5: gedrag na de koop...................................................................................................................................36
Consumententevredenheid............................................................................................................................36
Consument als individu................................................................................................................................ 37
Het perceptieproces en het geheugen................................................................................................................37
Vijf sensoriële systemen..................................................................................................................................37
Persoonlijkheid....................................................................................................................................................38
Persoonlijkheid: MBTI.....................................................................................................................................38
Persoonlijkheid: Big Five.................................................................................................................................39
Identiteit..............................................................................................................................................................39
Meerdere identiteiten.....................................................................................................................................40
Zelfbeeld..............................................................................................................................................................40
Consumptie en zelfbeeld.................................................................................................................................42
Schoonheidsidealen en zelfbeeld....................................................................................................................43
Consument als groepslid.............................................................................................................................. 44
Mensen zijn sociale wezens................................................................................................................................44
Referentiegroepen..............................................................................................................................................45
Referentiepersoon (of opinieleider)...............................................................................................................45
Associatieve en dissociatieve referentiegroepen...........................................................................................47
Relatieve invloed van referentiegroepen........................................................................................................48
Sociale communicatie.........................................................................................................................................48
buzz- marketing...............................................................................................................................................49
Guerrilla marketing.........................................................................................................................................49
Virale marketing..............................................................................................................................................49
Consument als groepslid.............................................................................................................................. 50
Consument in de maatschappij...........................................................................................................................50
Maatschappelijke bedenkingen tegen marketing...........................................................................................50
Negatieve invloed op de consument..............................................................................................................50
Hoge prijzen....................................................................................................................................................50
Misleiding........................................................................................................................................................51
Agressieve verkooppraktijken.........................................................................................................................51
Ondeugdelijke, schadelijke of onveilige producten........................................................................................51
Geplande veroudering.....................................................................................................................................52
Negatieve invloed op de maatschappij...........................................................................................................52
Schijnbehoeften en te veel materialisme.......................................................................................................52
Cultuurvervuiling.............................................................................................................................................53
Buitensporige politieke macht........................................................................................................................53


2

,Samenvatting consumentengedrag
Negatieve invloed op andere bedrijven..........................................................................................................53
Overnemen van concurrentie.........................................................................................................................54
Oneerlijke concurrentie..................................................................................................................................54
acties van burger om marketing te reguleren................................................................................................55
Marketingethiek..............................................................................................................................................55
Enkele lastige esthetische kwesties in marketing...........................................................................................56
Marketingtechniek..........................................................................................................................................56
Jep-jury voor esthetische praktijken inzake reclame......................................................................................56
De consument in de maatschappij................................................................................................................ 57
Een consumptiemaatschappij.............................................................................................................................57
index van consumentenvertrouwen...................................................................................................................58
De cohortentheorie.............................................................................................................................................58
Babyboomers..................................................................................................................................................58
Generatie X......................................................................................................................................................58
Generatie Y......................................................................................................................................................59
Generatie Z......................................................................................................................................................59
Generatie Alfa.................................................................................................................................................59




3

, Samenvatting consumentengedrag

MARKETING IS EEN PROCES

Wie zijn de aanbieders, afnemers, concurrenten… hoe groot is de vraag?




Wat is het verschil tussen een behoefte en een wens?
Behoeften is wat je nodig hebt (honger), een wens is wat je wilt hebben (broodje kip).

Welke klanten willen we bedienen? Hoe kunnen we deze klanten het best bedienen?




Waardepropositie = het pakket voordelen (benefits) die je aan klanten belooft.
Bijvoorbeeld waardepropositie van red bull = je wordt er wakker van

Welke marketingtools zetten we in om deze doelgroep te bereiken en te bedienen?




4 marketingtools:
Product, prijs, promotie, plaats
Als je een luxe kleding produceert (product) ga je geen winkel openen op de Meir (plaats) en (promotie) voeren
met coupons in de krant.

Hoe bouwen we rendabele klantrelaties op?




Hoe bouw je rendabele klantrelaties op?
Het kost vijf keer zoveel om nieuwe klant binnen te halen als om een bestaande klant tevreden te houden.

Slagen we erin om waarde te creëren voor de klant? Dan krijgen we wint terug!

Stap 1 tot en met 4: waarde voor de klant creëren
Stap 5: waarde van de klant binnenhalen

4

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