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  • Katholieke Hogeschool VIVES (VIVES)
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  • Consumenten gedrag
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Summary

Samenvatting - consumenten gedrag

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2023/2024 Written for academic year
Institution
Katholieke Hogeschool VIVES (VIVES)
Course
Consumenten gedrag
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Dit werd in het eerste trimister graduaat gegeven. Zelf had ik 80 procent met mijn samenvatting. Contacteer via insta: L voor vragen

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Deel 1
In kaart brengen van consument  doelgroepen
 STP
 DMU

Marketingmix  4 p’s
 Prijs
 Plaats
 Product
 Promotie

Persona
 Leeftijd: cohortentheorie  gen Z
o Deelt groepen in per leeftijd
 Persoonlijkheid
o MBTI  persoonlijkheidstest
o Ocean (big 5)
 Levensstijl
o VALS

Deel 2
Verwerken van prikkels
1. Welke soorten prikkels zijn er (exposure)
2. Wat gebeurd er als we bloot gesteld worden aan de prikkels?
a. Gewaarwording + aandacht
3. Persoonlijke betekenis geven aan de prikkels (interpreteren)  leren  attitude vormen  opslaan in geheugen

Exposure
 Smaak
 Geur
 Tactiel
 Auditief
 Visuele prikkels

Gewaarwording
 Prikkel boven de absolute drempel  gewaar/bewust
 Prikkel onder de absolute drempel  niet gewaar/onbewust
 Differentiële prikkels
o Verschil in prikkels  wanneer ga je zien dat het promotie is? (voor alles anders)
o Wanneer ga je merken dat er een verschil is tussen 2 producten

Aandacht
1. Persoonlijke factoren
a. Behoefte/motivatie
b. Attitudes/waarden/interesses
c. Gewenning
d. opwinding
2. Stimilusfactoren
a. Perceptuele defensie  vooral zaken mijden die niet passen bij u denk patroon
b. Perceptuele vigilantie  extra aandacht aan dingen die je interesse in hebt

Interpretatie
 Gestaltpsychologie  de manier hoe we kijken naar dingen

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sales support
Uploaded on
January 8, 2024
Number of pages
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Written in
2023/2024
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Subjects

  • consumenten gedrag
  • sales support
  • vives kortrijk
  • eva cecat
  • sales representative

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