PDS Decision

Friday, 16. May 2014

In determining habitual purchase the decision-making process will be heavily shortened and the purchaser selects his evoked set considered trademarks of an alternative. A conscious decision making process about the selection of the object of purchase is not available in the borderline of addiction purchase drive – and gratification. The spontaneous purchase is sometimes called unplanned purchase (which was still not planned when entering a business). … Only the decision process runs extremely fast: emotional-ituitive unexpected perception an article, short rational audit of needs and existing financial resources > purchase decision > justification for the ‘conscience’ (superego)-all in a split second. The purchase behavior (also buyer behavior, consumer behavior, or customer behavior) refers to the conduct of the buyer in relation to the sale of goods.

The behavior when purchasing goods from the purchase planning about the Kaufverhandlung(en), the purchase which has always contract character varies and replacement behaviors. The Buying behavior among merchants, associated possibly with the obtaining of offers and/or with protracted negotiations, if necessary also in purchasing bodies, is sometimes quite different from the purchase behavior of non-traders, whether it be State institutions, who often decide on the basis of invitations to tender, or whether consumers with very different behavior patterns. More generally however can be characterized as the term consumer behaviour, than that it includes all individual acts, which can be seen in connection with the purchase or consumption of economic goods. There are classically 5 types situational purchasing behavior: extensive real purchasing decisions; cognitive participation and information needs are great, also the decision-making process takes relatively long; It is mostly to high-quality, long-lasting consumer durables habitually habit behavior; the search for alternatives is dispensed with, to stimuli is practically not responding; It is a mainly daily goods limited manageable range of products without foster (evoked set); “” these alternatives are aware of but impulsive, spontaneous, affective reactions to the point compared point-of-sale POS variety seeking the change request is often impulsive “, is therefore partly not real” source: by de.wikipedia.org/wiki/…; Author Info: a) loss aversion: loss prevention people is more important than profit. (b) framing: Customers choose based on the presentation and the presentation framework. (c) heuristics: Simple decision rules that the decision-making simplify, E.g. brand name and price or quantity, and price. d) cognitive dissonance: Uncertainty, whether it has made the right decision or a final word to the entrepreneurs: who acts in the premium-brand offer range, actually comfortable lives.

Who moves in the cheap mass-market, can be just as successful. Failure is, who disappointed his customers. Also, anyone who believes to be able to pay its cost with constant increasing discounts. The setting I’m your own customer and therefore well know! “, in global markets quite sure is not enough!

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