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CSR oder unmoralisches Angebot? Die Sichtweise der Konsumenten am Beispiel von Health Claims

CSR oder unmoralisches Angebot? Die Sichtweise der Konsumenten am Beispiel von Health Claims

          
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About the Book

Diplomarbeit aus dem Jahr 2006 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1, Leopold-Franzens-Universität Innsbruck, Sprache: Deutsch, Abstract: Die so genannten Health Claims sind nährwert- und gesundheitsbezogene Angaben bei Lebensmitteln. Sie reichen von Angaben wie ?fettarm? (= nährwertbezogen) bis zu viel versprechenden wie z.B. ?Stärkt Ihre Abwehrkräfte? oder ?Hilft nachweislich, den Cholesterinspiegel zu senken? (= gesundheitsbezogen). Das Thema Health Claims (HC) ist also top-aktuell und wird auch in den kommenden Jahren noch viel Aufsehen erregen! In dieser Arbeit steht jedoch nicht der rechtliche Ansatz im Vordergrund, sondern die Perspektive der Konsumenten! Der empirische Teil der Arbeit basiert auf einem quantitativen Fragebogen, der mit qualitativen Kriterien kombiniert wurde. Insgesamt wurden mehr als 150 Personen zu fünf verschiedenen Produktpaaren befragt. Ein Produktpaar besteht jeweils aus einem Produkt mit einem Health Claim und einem vergleichbaren Produkt ohne Health Claim. Bei den fünf Produktpaaren handelt es sich um die folgenden Vergleiche: 1. Nimm2 Lachgummi vs. Haribo Goldbären; 2. Danone Actimel vs. Ländle Naturjoghurt; 3. Becel ProActiv vs. Lätta; 4. Römerquelle Emotion vs. Römerquelle Mineralwasser; 5. Knorr Vitamin Plus vs. Knorr Spaghetteria. Der quantitative Teil des Fragebogens berücksichtigt die Sichtweise der Konsumenten in über 20 Fragen zu den folgenden drei Bereichen: a) 7 allgemeine Fragen zur sozialen Verantwortung von Unternehmen; b) 6 spezifische Fragen zum Vergleich der Produkte innerhalb eines Produktpaares; c) 8 spezifische Fragen zum jeweiligen Produkt mit Health Claim. Die äußerst interessanten und teilweise überraschenden Ergebnisse sind sicherlich auch für Sie sehr wertvoll! Unternehmen wie beispielsweise HARIBO und STORCK profitieren schon von dieser MAFO. Dadurch verfügen Sie nicht nur über eine brandaktuelle MAFO zu Ihrem Produkt, Sie bekommen gleichzeitig


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Product Details
  • ISBN-13: 9783869431079
  • Publisher: Examicus Publishing
  • Publisher Imprint: Examicus Publishing
  • Height: 210 mm
  • No of Pages: 156
  • Series Title: German
  • Weight: 213 gr
  • ISBN-10: 3869431075
  • Publisher Date: 19 Mar 2012
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Width: 148 mm


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CSR oder unmoralisches Angebot? Die Sichtweise der Konsumenten am Beispiel von Health Claims
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CSR oder unmoralisches Angebot? Die Sichtweise der Konsumenten am Beispiel von Health Claims
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