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Primingeffekte und deren Wirkung am Point of Sale

Primingeffekte und deren Wirkung am Point of Sale


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About the Book

Bachelorarbeit aus dem Jahr 2012 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1.6, Hochschule Fulda, Sprache: Deutsch, Abstract: Diese Arbeit behandelt zwei relevante Punkte: erstens, dass man den Verkaufsraum als konsumintensivste Erlebniswelt betrachten kann und er dementsprechend von Unternehmen als Kommunikationsmittel betrachtet wird. Zweitens, dass die Erkenntnisse aus den Bereichen der Psychologie, des Neuromarketings und Soziologie und praxisnahe Nutzung deren Zusammenhänge und Effekte den entscheidenden Wettbewerbsvorteil den Unternehmen gegenüber der Konkurrenz zusichern können. Die Arbeit setzt sich zum Ziel die Erlebniswelt am POS und ihre Auswirkungen auf das Konsumentenverhalten zu analysieren. Es wird die Frage gestellt, wie sich die Erfolgspotenziale am Verkaufsraum aufdecken lassen und was die Mittel sind, um den POS noch spannender für die Kunden und gewinnbringender für die Unternehmen zu machen. Der Point-of-Sale (POS) hat sich in den letzten Jahren aktiv entwickelt und mittlerweile zum wichtigsten Vertriebswerkzeug jedes Unternehmens geworden, was durch steigende Konkurrenz und verschärften Wettbewerb immer und wieder bestätigt wird. Viele Entscheidungen werden erst am Verkaufsort getroffen und somit wird der Paradigmenwechsel von bloßer Warenveräußerung in Richtung ausgeklügelter Produktpräsentation bemerkbar. Dabei müssen sich die POS-Verantwortlichen zwangsläufig mit dem Kaufverhalten der Konsumenten auseinandersetzen. Das Thema menschliches Gehirn hat an Bedeutung gewonnen und somit die Prozesse, die das Verhalten der Kunden steuern. Es wurde ebenfalls erkannt, dass das eigentliche Einkaufen noch mehrere Meter vom POS beginnt. Der Konsument scannt die Umgebung im Vorbeigehen und jede Menge Informationen fließen in das Gehirn ein, werden wahrgenommen, analysiert und unbewusst oder bewusst verarbeitet, was im weiteren Verlauf das Handeln beeinflusst. Das menschliche Gehirn, was die Informationsverarbeitung anbelangt,


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Product Details
  • ISBN-13: 9783346243560
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 46
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3346243567
  • Publisher Date: 14 Aug 2020
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 122 gr


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Primingeffekte und deren Wirkung am Point of Sale
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