Forbrugeradfærd – Kap 1

7/24/2019 Forbrugeradfrd Kap 1

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Forbrugeradfrd kap 1-15

IndholdsfortegnelseKAP 1: AN INTRODUCTION TO CONSUMER BEHAVIOR!

PEOPLEINTHEMARKETPLACE!FOR"R#$ERE !FOR"R#$EREN%IN&FL'&EL%EP(MARKE&%%TRATE$IEN5MARKETIN$%IN&FL'&EL%EP(FOR"R#$ERE5MANIP#LATIONAFFOR"R#$ERE)FOR"R#$ERA&F*R&%T#&IET+

KAPITE" #: A CONSUMER SOCIET$%

MENIN$ENME&TIN$ENE,EN"RAN&E&ER&EN.$LO"ALFOR"R#$ERK#LT#R.POLITI%KFOR"R#$1/

KAP &: SHOPPIN'( BU$IN' AND EVA"UATIN'1#%OCIALEO$F'%I%KEOM$IEL%ER10%HOPPIN$ MOTIATION%AN&E2PERIENCE%1!%ERICE%CAPE% RETALIN$A%THEATRE1)PO%T-P#RCHA%E%ATI%FACTION 1+

KAPITE" !1)OPFATTEL%E 1.

KAPITE" *#1

KAPITE" +#!MOTIATION3 *R&IERO$LI%%TIL4!

KAP , - "EARNIN' AND MEMOR$#%"EHAIO#RALLEARNIN$THEORIE%4,

Cognitive learning theory:..................................................................................... 29Observationel learning:..........................................................................................29

Rollen af lring i hukommelsen:........................................................................... 29KAP % - ATTITUDES&1

HOL&NIN$ER%F#NKTION01A"C-MO&ELLEN 01

THEATTIT#&ETOAR&%THEA&ERTI%EMENT 6A704ATFORMEHOL&NIN$ER04

Kan holdninger forudsige adfrd?.........................................................................33ndring i holdninger ved h!l" af overtalelse......................................................33#ikelihood model:...................................................................................................33

KAP ) - INDIVIDUA" DECISION.MAKIN'&!


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FOR"R#$ERE%OMPRO"LEML8%ERE0!T'PERAFFOR"R#$ER"E%L#TNIN$ER 0!

$te" i beslutningstagen:........................................................................................3%AT*L$E"RAN&%MANER"EKEN&TME& LO'ALITETELLERANE905

/I'UR )1& S &&*&+

KAP 10 . 'ROUP IN/"UENCE AND OPINION "EADERSHIP&,REFERENCE$R#PPE0+

&ormel vs. 'formelle gru""er................................................................................ 3(IRT#ALCOMM#NIT'OFCOM%#MPTION6 ETIRT#EL%AMF#N&AFFOR"R#$70,"RAN&COMM#NIT': "RAN&ELLERM*RKE%AMF#N&0.REFERENCE$R#PPER%MA$T0.%OCIALIN&FL'&EL%E!/

$o)ial )om"arison theory.......................................................................................*+

,e-individuation.....................................................................................................*+$ho""ing................................................................................................................ *+odstand mod ind/ydelse.....................................................................................*0

M#N&TILM#N&KOMM#NIKATION6 OM3 OR&-OF-MO#TH7!1OPINIONLEA&ER%HIP !4

KAP 11 . EUROPEAN /AMI"$ STRUCTURES( HOUSEHO"D DECISION.MAKIN'AND A'E COHORTS!&

FOK#%P(FAMILIEN!0I$TI$EFAKTORERFORFOR"R#$!0"E%L#TNIN$%TA$NIN$IENFAMILIE!!

"8RN%OM"E%L#TNIN$%TA$ERE!5

KAP 1# . INDKOMST O' SOCIA" K"ASSE!,%OCIALEKLA%%ER !+HOR&ANP(IRKER%OCIALKLA%%EK8"%"E%L#TNIN$ER!,KAPITALFORMER!.PRACTICETHEOR'!.

KAPITE" 1& - KU"TUR O' /ORBRU'ERAD/RD*0K#LT#RO$FOR"R#$ 5/A%PEKTERAFK#LT#R 5/

A&F*R&%RE$LER- NORMER54M'TER54HELLI$O$PROFANFOR"R#$55

KAPITE" 1! . KU"TURE""E /ORANDRIN'S PROCESSER*+K#LT#REL%ELEKTION5)K#LT#RELLEPROKTION%%'%TEMER 5);HI$HC#LT#RE; O$POP#L*RK#LT#R5+

1Reality engineering1..............................................................................................%(rodu)t "la)ement.................................................................................................%(

dvergaming......................................................................................................... %(

&IFF#%IONEN AFINNOATION5,


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do"tion af innovation...........................................................................................%(4y"er af innovation................................................................................................ 5+&orudstninger for en su))esfuld ado"tion...........................................................5+

THEFA%HION%'%TEM6MO&E%'%TEMET7)/

dfrds videnskabelige "ers"ektiver "6 mode.....................................................50sykologiske forklaringer.......................................................................................50$o)iologiske forklaringer........................................................................................527n medi)insk model 8 eme theory......................................................................52

MO&EN%C'KL#%%ER)0ariationer i modens livs)yklus..............................................................................53

KAPITE" 1* . N$E TIDER( N$E /ORBRU'ERE++LI%%TILO$FOR"R#$ERAL$))

#ivsstil: hvem vi er hvad vi g;r............................................................................. 55LI%%TIL%MARKETIN$ ))

rodukt kom"lementaritet.....................................................................................5 of 6o7s573t4on ; et 94rt5el s27f5nd 2ffor8r5g < E< =a>?@e


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&e b?@Ber @? e< o>Barke :produke

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@a@o =o> ar B@de ar e< B@de< a


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od @


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S5rrog2te 6ons57er E< per=o< >a< Grer for a g@Be @


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K23 11 . E5ro3e2n f274l> str56t5res( ho5sehold de64s4on.724ng 2nd 2ge 6ohortsColle6t49e de64s4on.724ng Mere e@


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o "eGder >ege for Bor >a< peege @d>a< bruger p kDbeed bDr< ar ere udg@fero A?der p bDr


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o E< per=o< @ e>>e =o> dr@kker kae B@? Bre >ere @


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Nr e bar< fr @


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4//0 --Q +) >@??@o@??@ope?o "rug k?are3 ?G=e b@??edero "rug [a@ork=o>edo %ege [ek=ra[3 de ka< rkke foku= Bk fra bud=kabe


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K23 1# . Indo7st og so642l l2sse

&e produker


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o Me< d@==e para>ere >e>e ee fra fa@g kBarer3 >e< Bre r@g e


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Fo?k =o> ror p a de ar >u?@gede< for a gDre ka< der fD?er a de er bubo?er Fe=er og brG??upper b?@Ber og= e< for> for =au= =G>bo?

H284t5s &e ?ed der forb@@dde?k?a==e

o >e= kap@a? HBer @


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o IfD?ge pra@e eorG er d@==e @


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K234tel 1& - K5lt5r og for8r5ger2df@rd

K5lt5r og for8r5gKu?ure< er B@g@g for for=e?=e< af forbruger adfrd Ku?ure< er de< ko??ek@Befor=e?=e af =a>fue; Bor@ge


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KD@


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E >eode

A


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Ek= Cu=o>= afgDr Bora< ;a?; =p@=er afead3 oa< ar p o=B

M>ter

MGer udB@k?e= @ ku?ure< og g@Ber =a>fuGe< der ?per befo?k


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R@ua? arefaker

- Produker der bruge= @? =r?@ge r@ua?ero FDd=e?=dag=?G=3 d@p?o>er3 brG??up=kager o=B

&er er Jre Gper r@ua?er der er e


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@ =k@fer fra de pr@Bae eg @? de oe


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&e a age p fer@e er e< af de B@g@g=e r@ua?er forur@=>e

Ek=ra >aGer7 o>kr@


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K234tel 1! . K5lt5relle for2ndr4ngs 3ro6esser

%e?B=upp?er@


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Re2l4t> eng4neer4ng- Nr e?e>e


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- HB@= de er =ue=fu?d 6B@?ke de frre=e er7 =prede= de ur@g

&@u=@o


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I Tabe? 1!15= 55+ er dere< korbe=kr@Be?=e af

de for=ke??@gegrupper ogdere= @?ga


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- Tr@a?ab@?@Go &er er =Drre =a


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- >akroo =a>fu>e @d=pu


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IfD?ge %@>>e? Bar =a>fu


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&e< a?e ?@B=Gk?u= for >ode< ka< =e= p Jgur 1!0 = 5)+

V2r42t4oner 4 7odens l49s6>l5s- Mode


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o Fad;= ka< Bre >ege for=ke??@ge3 Jgur 1!5 = 5). B@=er for=ke??@ge Gperfor fad;=

o %e?Bo> fad;= ka< Bre >ege for=ke??@ge ar de


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K234tel 1* . N>e t4der( n>e for8r5gere

"49sst4l og for8r5ger 92lgI dag B?ger forbruger >ed adeJ


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F@gur 151 = 5+, B@=er =a>>e per=o


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Ps>ogr2JFo?k >ed =a>>e de>ograJ=ke @?Dr=foro?d ka< aBe >ege for=ke??@geforbrug=>D>e earked=fDr@


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- For a opde?e forbruger3olog4Maeder og rek?a>ebureauer ar udB@k?e dere= ege de?er forbrugeree @


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Ad=k@??er forbruger de er or@eod eger3 e??ero> de forrkker de e>?@ge og kee de ka< =e= af Jgur 150 p = 5,5 ka< RI%K og= bruge= @? a =e B@?ke

ree= @ e ?a>e


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- F@gur 155 = 5,) B@=er de 1) for=ke??@ge ?@B==@?e3 ) >e der ka< age kDb= be=?u


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Tere o> defD?e?=e=>==@gea=peker Bed kDbe

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Forbrugeradfærd – Kap 1