Buyer behavior

Es wird das Käuferverhalten von privaten Haushalten / Personen und von Unternehmen unterschieden. Bei beiden können einzelne oder mehrere Personen über Einkäufe entscheiden. Kollektive Entscheidungen in Unternehmen werden im Buying Center getroffen. Die allgemeinen klassischen Erklärungsansätze des Käuferverhaltens werden eingeteilt in:

1. Partial explanatory approaches

Psychological Approaches
Activation - The individual receives a stimulus (stimulus) and is activated. The activating processes include general activation, emotions, motivation and attitude

Cognition - Activation triggers cognitive processes, these are rational processes. Cognitive processes are divided into:

Information acquisition

Perception and judgment
Decision making (thinking and solving problems)
Learning and memory (Kroeber-Riel).

In the behavioristic SR model (stimulus response = black box), human behavior is interpreted as a reaction to stimuli. It is not explained which psychological activation processes and which cognitive processes take place in the buyer or consumer.

Die neobehavioristischen SOR-Modelle (Stimuli-Organismus-Response = wie sieht Black Box aus?) versuchen, die unter normalen Bedingungen im Menschen (= Organismus) ablaufenden Prozesse zu erklären (Neuromarketing).

b. Sociological Approaches
Buying behavior can also be explained sociologically. When making purchasing decisions, people are shaped by their social environment (purchasing behavior, determining factors).

2. Total explanations
These try to integrate all important purchasing behavior constructs and their relationships with one another, such as the Howard and Sheth model. These are SOR models which, in addition to the input (stimuli from marketing) and output variables (attitudes, purchase), also take into account the intervening variables such as perception, learning and thinking.

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