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Conjoint-Analyse als Methode zur vergleichenden Untersuchung von Kundenpräferenzen

Conjoint-Analyse als Methode zur vergleichenden Untersuchung von Kundenpräferenzen

          
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About the Book

Inhaltsangabe: Einleitung: Ziel der Diplomarbeit ist es, Kundenpräferenzen hinsichtlich der Merkmale Preis (vier Preisalternativen), Handel (fair bzw. nicht fair gehandelt) und Anbaumethode (biologisch oder konventionell) bezüglich der Produkte Honig, Schokolade und Kaffee mit Hilfe der Conjoint-Analyse darzustellen. Hierbei wird zwischen KundInnen aus einem Super- bzw. einem Biomarkt unterschieden. Anhand des Vergleichs der Zahlungsbereitschaften im Biomarkt bzw. Supermarkt ist es herauszufinden, ob es sinnvoll ist, die Preise in einem Biomarkt zu senken, um einen größeren Kundenkreis zu erreichen. Ein weiteres Ziel ist es, mittels eines multivariaten Verfahrens der quantitativen Marktforschung, der sogenannten Conjoint-Analyse, exakte Ergebnisse zu erhalten. Weiterhin motivierte die Tatsache, dass die Conjoint-Methode an der Hochschule für Angewandte Wissenschaften in Hamburg bis dato noch nicht praktiziert wurde. Um den Untersuchungsumfang einzugrenzen, werden im Rahmen dieser Arbeit ausschließlich die Präferenzen für die oben genannten Merkmale für die Produkte Honig, Schokolade und Kaffee ermittelt. Für das Verständnis des Lesers ist es notwendig, die für den ökologischen Landbau, des fairen Handels und des Preisverhaltens relevanten Begriffe näher zu erläutern. Kapitel 2 beleuchtet daher die Hintergründe der einzelnen Bereiche und thematisiert die Charakteristika der BiokundInnen. Des Weiteren wird der biologische Handel vom konventionellen abgegrenzt. Eine ausführliche wissenschaftliche Darstellung der Themen Verbraucherverhalten und Preispolitik erfolgt im 3. und 4. Kapitel. Kapitel 5 beschreibt den Begriff der Conjoint-Analyse, gibt einen Überblick über die verschiedenen Modelle dieser Methode und zeigt auf, aus welchen Gründen dieses Modell auswählt wurde. Im Anschluss wird auf die von den Diplomandinnen speziell zugeschnittene Vorgehensweise näher eingegangen. Der Gang der Datenerhebung, im Speziellen die Auswahl der Märkte inklusive erlebter Erf


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Product Details
  • ISBN-13: 9783838694504
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Width: 148 mm
  • ISBN-10: 3838694503
  • Publisher Date: 17 Mar 2006
  • Height: 210 mm
  • No of Pages: 152
  • Series Title: German
  • Weight: 208 gr


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