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Automobilvertrieb im Wandel. Wie unterscheiden sich verschiedene Aspekte der Marke aus Kundensicht im Vergleich zwischen Neuwagenkäufen und Auto-Abonnements?

Automobilvertrieb im Wandel. Wie unterscheiden sich verschiedene Aspekte der Marke aus Kundensicht im Vergleich zwischen Neuwagenkäufen und Auto-Abonnements?

          
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About the Book

Masterarbeit aus dem Jahr 2020 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Hochschule Darmstadt, Sprache: Deutsch, Abstract: Ziel und Forschungsfrage dieser Arbeit ist es, zu untersuchen, ob und inwiefern sich die Wahrnehmung der Konsumenten hinsichtlich verschiedener Aspekte der Marke zwischen dem klassischen Vertriebsmodell des Neuwagenverkaufs und dem neuartigen Vertriebsmodell des Auto-Abonnements verändert. Genauer soll die Untersuchung aufzeigen, wie stark Kunden und potenzielle Kunden die Wichtigkeit der Marke bei der Nutzung eines Auto-Abonnements allgemein einschätzen und welche Relevanz die Marke verglichen mit anderen Kaufargumenten hat. Als sekundäres Ziel sollen auch die Aspekte Markenloyalität und das Premium-Image auf ihre Wichtigkeit bei den Konsumenten untersucht werden. Auch hier soll der Vergleich zwischen dem Neuwagenkauf und dem Auto-Abonnement im Zentrum stehen. Als tertiäres Ziel soll zudem untersucht werden, welche Rolle die Marke bei der Anbieterauswahl von Auto-Abonnements spielt. Aufgrund der Thematik und der Zielsetzung der Arbeit scheint es sinnvoll, anschließend die deutsche Automobilindustrie sowie deren aktuelle Trends und Veränderung eingehend darzustellen, um zur Thematik hinzuführen und einen Überblick über die Branche zu bekommen, die in dieser Arbeit untersucht wird. Da der Vergleich zwischen dem klassischen Kauf eines Neuwagens und der Nutzung eines Auto-Abonnements den Kern dieser Untersuchung bildet, soll zunächst der Markt der Neuwagen beschrieben werden und insbesondere der neuartige Begriff des Auto-Abonnements im Fokus stehen. Dies stellt die Verständlichkeit zentraler Begrifflichkeiten sicher. Im theoretischen Teil der Arbeit sollen außerdem die Hauptuntersuchungsaspekte der Befragung, die Markenrelevanz, das Markenimage und die Markenloyalität beschrieben werden. Dazu sollen sie jeweils definiert, im Kontext des Automobils beschrieben und deren mögliche Messmethoden dargestellt werden. Die


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Product Details
  • ISBN-13: 9783346346803
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 122
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3346346803
  • Publisher Date: 16 Jan 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 168 gr


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Automobilvertrieb im Wandel. Wie unterscheiden sich verschiedene Aspekte der Marke aus Kundensicht im Vergleich zwischen Neuwagenkäufen und Auto-Abonnements?
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Automobilvertrieb im Wandel. Wie unterscheiden sich verschiedene Aspekte der Marke aus Kundensicht im Vergleich zwischen Neuwagenkäufen und Auto-Abonnements?
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