Warum Kunden kaufen
(Why customers buy)
Author: Dr. Hans-Georg Häusel
ISBN: 978-3-448-08746-8, Haufe
What constitutes the innermost motivation of the customer and consumer? Why
does he buy? However, above all, the question is: What can you do to make him
On the basis of new and fascinating findings from the realm of brain research,
Dr. Hans-Georg Häusel lets the reader in on the secret of what really goes on
in the customer’s mind. At the same time, he shows why it is time to look at
the customer in a completely different light:
is no such thing as a rational consumer who makes conscious decisions in
buying products. More than 70 % of his decisions are made subconsciously
and still, the customer has very little influence on the remaining 30 %.
buying signals (“cues”) of a product or service are implemented by the
brain directly in buying behaviour without the customer being aware of
this process at all.
changes in the neurotransmitters and hormones in the brain often provide a
better prediction in regard to the actual buying behaviour of the customer
than any customer survey.
or services which do not evoke any emotions are worthless for the brain.
are significant differences between the brain of a man and that of a
woman. Women buy in a completely different manner and look at products
with completely different eyes than men do.
- As we
age, our brain changes enormously. Therefore, the buying behaviour of the
youth is completely different from that of senior citizens.
If you use and implement these findings consistently in sales, marketing
and product development, you will increase the success of your brand, product
or service substantially.