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2021 | OriginalPaper | Chapter

2. Käuferverhalten

Authors : Jörn Redler, Sebastian Ullrich

Published in: Marketing klipp & klar

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Dieses Kapitel führt in das Thema Käuferverhalten ein. Dabei werden Erkenntnisse aus mehreren Forschungsdisziplinen herangezogen. Kenntnisse zu den Komponenten, die das Käuferverhalten steuern, sind für Marketingentscheidungen unentbehrlich. Zu den das Verhalten steuernden Faktoren zählen einerseits die psychischen Prozesse von Konsumenten, welche aktivierende und kognitive Komponenten enthalten. Andererseits sind Umweltfaktoren bedeutsam, denn Konsumenten agieren in einer physischen und sozialen Umwelt, die ebenso auf das Kaufverhalten einwirkt.
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Metadata
Title
Käuferverhalten
Authors
Jörn Redler
Sebastian Ullrich
Copyright Year
2021
DOI
https://doi.org/10.1007/978-3-658-34538-9_2