Institute of Marketing and Retailing, Department Marketing

Customer Behaviour, Customer Experience and Consequences for PoS Marketing

A large part of the purchase intents are made at the point of sale. Findings on unplanned purchases and the abandonment of planned purchase intents emphasise the importance of processes for the results of the purchase. Such dynamic aspects were long ignored by consumer behaviour research. Findings on consumer behaviour and experience in the shop are important to manufacturers and retailing for the implementation of successful marketing measures. The aim of this project is to develop and test suitable methods for the process-related recording of customer behaviour and experience at the point of sale and thereby look into any open questions of consumer behaviour research. In addition to the contribution to scientific marketing research, discoveries can also be expected here for the practical side with regard to the diagnosis and improvement of PoS marketing. The following aspects are the focus of attention:

  • Aspect 1: how can consumer behaviour and experience be ascertained on the four levels wayfinding behaviour, contribution behaviour, cognition and emotion?
  • Aspect 2: which determinants are responsible for different consumer behaviour and experience at the PoS?
  • Aspect 3: which effects does the behaviour and experience have on the results of the shopping processes, such as the purchasing of products or customer satisfaction?


Publications:

  • Silberer, Günter; Büttner, Oliver: Video-Cued Thought Protocols as a Method for Assessing Consumer Cognition at the Point of Sale. Göttingen: Georg-August-Universität. 2004 (7 der Beiträge zur Tracking Forschung). – Forschungsbericht.
  • Büttner, Oliver; Mau, Gunnar: Kognitive und emotionale Regulation von Kaufhandlungen: Theoretische Impulse für eine prozessorientierte Betrachtung des Konsumentenverhaltens. In: Wiedmann, K.-P. (Hrsg.): Erklärung impulsiver Kaufentscheidungen: Eine theoretische Fundierung auf Grundlage der Flow-Theorie. Wiesbaden: DUV, 2004, S. 341-362.


Project management:

  • Prof. Dr. Günter Silberer


Participants:

  • Oliver Büttner