{"id":14064,"date":"2020-03-25T14:00:12","date_gmt":"2020-03-25T13:00:12","guid":{"rendered":"https:\/\/inboundcph.dk\/koebemotiver\/"},"modified":"2024-04-25T11:20:58","modified_gmt":"2024-04-25T10:20:58","slug":"motivering-av-ko","status":"publish","type":"post","link":"https:\/\/inboundcph.dk\/sv\/koebemotiver\/","title":{"rendered":"Motiv f\u00f6r k\u00f6p"},"content":{"rendered":"

Vilka \u00e4r k\u00f6pmotiven?<\/h2>\n

K\u00f6pmotiv handlar om kundens behov. Med andra ord, en kund k\u00f6per f\u00f6r att det finns ett behov av en produkt eller tj\u00e4nst. Anledningen till behovet \u00e4r det vi kallar k\u00f6pmotivet.<\/p>\n

Oavsett om du arbetar i B2C<\/a> eller F\u00d6RETAG-TILL-F\u00d6RETAG<\/a>Inom f\u00f6rs\u00e4ljningsv\u00e4rlden \u00e4r det bra att ha koll p\u00e5 k\u00f6ptyper och k\u00f6pmotiv, eftersom de kan hj\u00e4lpa b\u00e5de f\u00f6rs\u00e4ljnings- och marknadsavdelningar att generera mer f\u00f6rs\u00e4ljning.<\/p>\n

\u00d6verlag kan k\u00f6pmotiven delas in i tv\u00e5 grupper: <\/strong><\/p>\n

    \n
  1. Rationella motiv<\/li>\n
  2. Sociala motiv<\/li>\n<\/ol>\n

    L\u00e5t oss ta en n\u00e4rmare titt p\u00e5 b\u00e5da nedan.<\/p>\n

    \n

    De rationella k\u00f6pmotiven<\/h2>\n

    De rationella k\u00f6pmotiven \u00e4r kundens resonemang bakom k\u00f6pet. L\u00e5t oss l\u00e5tsas att herr Larsen ska k\u00f6pa ett nytt hus, och idag \u00e4r han ute och tittar p\u00e5 ett.<\/p>\n

    Han fr\u00e5gar m\u00e4klaren vad priset p\u00e5 huset \u00e4r, vilket skick huset \u00e4r i, hur mycket pengar han ska r\u00e4kna med att l\u00e4gga p\u00e5 uppv\u00e4rmning av huset, hur mycket huset kostar i fastighetsskatt, hur mycket huset kommer att vara v\u00e4rt om 4 \u00e5r och vilken energiklass huset har.<\/p>\n

    Ovanst\u00e5ende fr\u00e5gor \u00e4r alla rationella och funktionella - men det skulle vara en l\u00f6gn att s\u00e4ga att v\u00e5ra k\u00f6pmotiv och k\u00f6pbeteende<\/a> \u00e4r alltid rationell.<\/p>\n

    \n

    De sociala k\u00f6pmotiven - de fyra k\u00f6pmotiven<\/h2>\n

    Sociala k\u00f6pmotiv handlar inte lika mycket om rationalitet och funktionalitet. Snarare \u00e4r det sociala motiv d\u00e4r kunden t\u00e4nker mycket p\u00e5 hur k\u00f6pet kan uppfattas av andra. Om herr Larsen v\u00e4ljer att k\u00f6pa huset beror inte bara p\u00e5 rationella motiv utan ocks\u00e5 p\u00e5 hur huset matchar herr Larsens sociala motiv.<\/p>\n

    De sociala k\u00f6pmotiven kan delas in i fyra grupper: <\/strong><\/p>\n

      \n
    1. Motivet Bandwagon<\/li>\n
    2. Snobbmotivet<\/li>\n
    3. Veblen-motivet<\/li>\n
    4. Det sparsamma motivet<\/li>\n<\/ol>\n

      Av denna anledning kallas de sociala k\u00f6pmotiven ocks\u00e5 f\u00f6r de fyra k\u00f6pmotiven.<\/p>\n

      L\u00e5t oss titta p\u00e5 de olika k\u00f6pmotiven nedan.<\/p>\n

      Bandwagon<\/strong><\/h3>\n

      Om herr Larsen k\u00f6per det nya huset f\u00f6r att det \u00e4r ett popul\u00e4rt hus och det finns m\u00e5nga andra som ocks\u00e5 vill l\u00e4gga vantarna p\u00e5 det. D\u00e5 k\u00f6per herr Larsen utifr\u00e5n Bandwagon-motivet. N\u00e4r du v\u00e4ljer att k\u00f6pa utifr\u00e5n Bandwagon-motivet k\u00f6per du samma sak som m\u00e5nga andra.<\/p>\n

      Snobb<\/strong><\/h3>\n

      Om herr Larsen k\u00f6per det nya huset f\u00f6r att det \u00e4r mycket s\u00e4llsynt och unikt. D\u00e5 k\u00f6per herr Larsen baserat p\u00e5 snobbmotivet. Snobbmotivet \u00e4r motsatsen till Bandwagonmotivet. N\u00e4r du v\u00e4ljer att k\u00f6pa utifr\u00e5n snobbmotivet vill du sticka ut och \u00e4ga n\u00e5got speciellt.<\/p>\n

      Veblen<\/strong><\/h3>\n

      K\u00f6per herr Larsen det nya huset f\u00f6r att det \u00e4r dyrare \u00e4n de hus som hans v\u00e4nner eller grannar har. D\u00e5 k\u00f6per herr Larsen utifr\u00e5n Veblenmotivet. N\u00e4r man v\u00e4ljer att k\u00f6pa utifr\u00e5n Veblenmotivet vill man utstr\u00e5la en viss typ av status s\u00e5 att v\u00e4nner, grannar eller andra kan se upp till en.<\/p>\n

      Sparsam<\/strong><\/h3>\n

      K\u00f6per herr Larsen det nya huset f\u00f6r att det verkligen \u00e4r ett fynd d\u00e4r han f\u00e5r mycket f\u00f6r pengarna. D\u00e5 k\u00f6per herr Larsen utifr\u00e5n sparsamhetsmotivet. Sparsamhetsmotivet \u00e4r motsatsen till Veblenmotivet. N\u00e4r du v\u00e4ljer att k\u00f6pa utifr\u00e5n sparsamhetsmotivet vill du g\u00f6ra en bra aff\u00e4r och \u00e4r inte r\u00e4dd f\u00f6r att ber\u00e4tta f\u00f6r dina v\u00e4nner och familj hur bra du \u00e4r p\u00e5 att handla.<\/p>","protected":false},"excerpt":{"rendered":"

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