Samenvatting
BUYING BEHAVIOR
Prof. dr. Malaika Brengman
UGent
, Inhoudsopgave
Introduction: What will you learn? ................................................................................................................. 5
What is consumer buying behavior? ............................................................................................................... 5
Buying behavior defined .................................................................................................................................... 5
The what of consumption................................................................................................................................... 6
The how of consumption .................................................................................................................................... 6
The who of consumption .................................................................................................................................... 8
Characteristics Affecting Consumer Behavior ............................................................................................... 8
The why of consumption .................................................................................................................................. 13
Characteristics Affecting Consumer Behavior ............................................................................................. 13
The when and where of consumption .............................................................................................................. 15
Characteristics Affecting Consumer Behavior ............................................................................................. 15
External and internal influences ....................................................................................................................... 17
Recap: .............................................................................................................................................................. 17
Why study consumer buying behavior? ........................................................................................................ 18
Who benefits .................................................................................................................................................... 18
Possible aims .................................................................................................................................................... 18
Define market.............................................................................................................................................. 19
Identify threats and opportunities .............................................................................................................. 19
Input for marketing communication ........................................................................................................... 19
Input for pricing........................................................................................................................................... 19
Input for distrubtion .................................................................................................................................... 19
Potential negative effects of consumer research ............................................................................................. 20
Recap................................................................................................................................................................ 20
How to study consumer buying behavior? .................................................................................................... 20
Scientific method .............................................................................................................................................. 20
Tools ................................................................................................................................................................. 21
Basic versus applied research........................................................................................................................... 23
Recap................................................................................................................................................................ 23
Store atmospherics: senses and emotions .................................................................................................... 23
Brain Research ................................................................................................................................................. 23
Environmental Psychology ............................................................................................................................... 23
Store Atmospherics .......................................................................................................................................... 24
Importance of the store environment .............................................................................................................. 24
Address the 5 senses! ....................................................................................................................................... 24
Scent Marketing .......................................................................................................................................... 24
Sound .......................................................................................................................................................... 26
Touch ........................................................................................................................................................... 26
Taste ............................................................................................................................................................ 26
Challenges ................................................................................................................................................... 26
Vision ........................................................................................................................................................... 26
1
BUYING BEHAVIOR
Prof. dr. Malaika Brengman
UGent
, Inhoudsopgave
Introduction: What will you learn? ................................................................................................................. 5
What is consumer buying behavior? ............................................................................................................... 5
Buying behavior defined .................................................................................................................................... 5
The what of consumption................................................................................................................................... 6
The how of consumption .................................................................................................................................... 6
The who of consumption .................................................................................................................................... 8
Characteristics Affecting Consumer Behavior ............................................................................................... 8
The why of consumption .................................................................................................................................. 13
Characteristics Affecting Consumer Behavior ............................................................................................. 13
The when and where of consumption .............................................................................................................. 15
Characteristics Affecting Consumer Behavior ............................................................................................. 15
External and internal influences ....................................................................................................................... 17
Recap: .............................................................................................................................................................. 17
Why study consumer buying behavior? ........................................................................................................ 18
Who benefits .................................................................................................................................................... 18
Possible aims .................................................................................................................................................... 18
Define market.............................................................................................................................................. 19
Identify threats and opportunities .............................................................................................................. 19
Input for marketing communication ........................................................................................................... 19
Input for pricing........................................................................................................................................... 19
Input for distrubtion .................................................................................................................................... 19
Potential negative effects of consumer research ............................................................................................. 20
Recap................................................................................................................................................................ 20
How to study consumer buying behavior? .................................................................................................... 20
Scientific method .............................................................................................................................................. 20
Tools ................................................................................................................................................................. 21
Basic versus applied research........................................................................................................................... 23
Recap................................................................................................................................................................ 23
Store atmospherics: senses and emotions .................................................................................................... 23
Brain Research ................................................................................................................................................. 23
Environmental Psychology ............................................................................................................................... 23
Store Atmospherics .......................................................................................................................................... 24
Importance of the store environment .............................................................................................................. 24
Address the 5 senses! ....................................................................................................................................... 24
Scent Marketing .......................................................................................................................................... 24
Sound .......................................................................................................................................................... 26
Touch ........................................................................................................................................................... 26
Taste ............................................................................................................................................................ 26
Challenges ................................................................................................................................................... 26
Vision ........................................................................................................................................................... 26
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