Description

This book will help you better understand the purchase decisions of your customers: How do customers decide? Are we confused by too much choice? Are we deceived by a decoy on the shelf? How well can we compare prices? How do hunger and caffeine influence our purchasing behavior?As a marketing and sales professional, you regularly deal with purchase decisions made by your customers regarding your product offerings. Marketing decisions are sometimes made under great uncertainty and with little reliable knowledge but with a lot of gut feeling. In 33 short chapters, Sebastian Oetzel and Andreas Luppold, experts in shopper marketing and shopper research, present relevant factors and phenomena that influence purchasing decisions. The authors illuminate various aspects of purchase decision-making and discuss and sometimes refute common hypotheses from the perspectives of classical economics, behavioral economics, and psychology. A book for anyone professionally or academically involved i

33 Phenomena of Purchasing Decisions

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Paperback by Andreas Luppold

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This book will help you better understand the purchase decisions of your customers: How do customers decide? Are we confused... Read more

    Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
    Publication Date: 8/30/2024
    ISBN13: 9783658447984, 978-3658447984
    ISBN10: 3658447982

    Non Fiction , Business, Finance & Law

    Description

    This book will help you better understand the purchase decisions of your customers: How do customers decide? Are we confused by too much choice? Are we deceived by a decoy on the shelf? How well can we compare prices? How do hunger and caffeine influence our purchasing behavior?As a marketing and sales professional, you regularly deal with purchase decisions made by your customers regarding your product offerings. Marketing decisions are sometimes made under great uncertainty and with little reliable knowledge but with a lot of gut feeling. In 33 short chapters, Sebastian Oetzel and Andreas Luppold, experts in shopper marketing and shopper research, present relevant factors and phenomena that influence purchasing decisions. The authors illuminate various aspects of purchase decision-making and discuss and sometimes refute common hypotheses from the perspectives of classical economics, behavioral economics, and psychology. A book for anyone professionally or academically involved i

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