Summary
Samenvatting - Consumentengedrag
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- Institution
Duidelijke samenvatting van de powerpoints incl alle verwerkingsvragen die in de les worden behandeld
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Consumentengedrag bestudeerd processen (besluitvormingsproces)voor, na en tijdens de AK
5 stappen Besluitvormingsproces:
1. Behoeften herkenning
Motivatie = drijvende kracht achter menselijk gedrag
Motivatie kan positief of negatief zijn:
+ consument probeert een bepaalde uitkomst na te streven
- Consument probeert een bepaalde uitkomst te vermijden
Consument zoekt producten die daarbij helpen
In de ogen van de marketing:
Benadrukken van + resultaten als de consument het product AK
Benadrukken van – resultaten als consument het product niet AK
Behoefte = algemene categorie Soorten behoeften Twee dimensies
Wens = concrete vorm 1. Motivatiesterkte: biogene behoeften –
psychogene behoeften
Concretisering afhankelijk van:
Hoe sterk is de drang bij de
- Persoonlijke voorgeschiedenis consument om de behoeften te
- Beschikbaarheid bevredigen?
- Zelfbeeld 2. Motivatierichting: utilitaristische
behoeften – hedonistische behoeften
Op welke manier wil de
1
consument de behoefte
bevredigen?
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