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Der Seniorenmarkt - Zielgruppe für den Handel

Der Seniorenmarkt - Zielgruppe für den Handel

          
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About the Book

Studienarbeit aus dem Jahr 2006 im Fachbereich BWL - Handel und Distribution, Note: 1,7, Fachhochschule Erfurt, Veranstaltung: Vertriebs- und Handelsmanagement, 13 Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: Das Gleichgewicht zwischen jungen Heranwachsenden und der älteren Generation verändert sich zusehends. Die durchschnittliche Lebenserwartung erhöht sich ständig wodurch der Anteil älterer Menschen in der Bevölkerung wächst. Entsprechende Statistiken und Prognosen über die demographische Entwicklung der Gesamtbevölkerung belegen dies. Während 2003 das Durchschnittsalter in Thüringen bei 43, 2 Jahren lag, soll es 2020 bereits einen Wert von 48, 3 Jahren erreicht haben, Tendenz steigend . Dieser Trend vollzieht sich weltweit, wobei jedoch zu Beachten ist, dass dies besonders in den westlichen Industrieländern oft mit einem Bevölkerungsrückgang einhergeht. Im Jahr 2030 wird voraussichtlich ein Drittel der Bevölkerung Deutschlands 60 Jahre und älter sein. Bereits heute ist jeder dritte Deutsche über fünfzig. Aufgrund der höheren Lebenserwartung und der Weltkriege ist der Anteil der Frauen dabei höher als der der Männer. Dieser Wandel lässt deutlich werden, dass die Senioren zu einer immer wichtigeren Zielgruppe für die Wirtschaft werden. Daraus ergibt sich zwangsläufig die Notwendigkeit für Unternehmen, diese Zielgruppe in ihren Eigenschaften und Besonderheiten zu identifizieren und eine intelligente Ausrichtung auf die Wünsche und Bedürfnisse älterer Konsumenten vorzunehmen. Diese Arbeit beschäftigt sich mit der Einschätzung des Käuferverhaltens der Zielgruppe Senioren sowie den daraus erwachsenden Möglichkeiten für den Handel. Dabei werden die besonderen Anforderungen der Zielgruppe berücksichtigt und es wird auf Einflussmöglichkeiten seitens des Handels näher eingegangen. Anhand von Beispielen sollen die einzelnen Teilbereiche verdeutlicht werden.


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Product Details
  • ISBN-13: 9783638925990
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 140 mm
  • ISBN-10: 3638925994
  • Publisher Date: 28 Mar 2008
  • Height: 216 mm
  • No of Pages: 24
  • Series Title: German
  • Weight: 41 gr


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