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Handel in Theorie und Praxis pp 69–95Cite as

Kaufentscheidungen und Kaufhandlungen am Point-of-Sale – Ein Überblick sowie Stand der Forschung und neuere Befunde

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Zusammenfassung

In der Fachliteratur und in der Praxis wird immer wieder gerne darauf hingewiesen, dass viele Kaufentscheidungen am Point-of-Sale (POS) getroffen werden. Schätzungen der „In-Store-Decison Rate“ (Liebmann et al. 2008 S. 574) gehen dahin, dass 40% bis 70% der Kaufentscheidungen am POS gefällt werden (Kroeber-Riel et al. 2009 S. 452). Und für spezielle Supermärkte schätzt Underhill (2000, S. 101), dass dort 60% bis 70 % der Käufe ungeplant getätigt werden. Etwas offener stellt Sailer (2012) Folgendes fest: „Zwei von drei Kunden entscheiden erst am Point-of-Sale, welche Schokolade sie kaufen. Bei vielen anderen Produkten ist es ähnlich“.

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Author information

Authors and Affiliations

  1. Göttingen, Deutschland

    Univ.-Prof. em. Dr. Günter Silberer

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  1. Univ.-Prof. em. Dr. Günter Silberer
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Correspondence to Günter Silberer .

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Editors and Affiliations

  1. Univations GmbH, Universität Halle-Wittenberg Univations GmbH, Halle, Germany

    Gesa Crockford

  2. Conomic Marketing & Strategy Consultants, Halle, Germany

    Falk Ritschel

  3. Halle, Germany

    Ulf-Marten Schmieder

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Silberer, G. (2013). Kaufentscheidungen und Kaufhandlungen am Point-of-Sale – Ein Überblick sowie Stand der Forschung und neuere Befunde. In: Crockford, G., Ritschel, F., Schmieder, UM. (eds) Handel in Theorie und Praxis. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-01986-0_3

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  • DOI: https://doi.org/10.1007/978-3-658-01986-0_3

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