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Die reale Kundensicht - Point of Sale Analyse mit Hilfe von Eye Tracking

Die reale Kundensicht - Point of Sale Analyse mit Hilfe von Eye Tracking

          
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About the Book

Die Kundensicht ist maßgeblich für viele Entscheidungen eines Handelsunternehmens. Durchsucht man Bücher nach Theorien zum Thema Kundensicht und Point of Sale Analyse, so findet man vielfältige Werke die aufgrund von Beobachtungen oder Auswertungen auf das Verhalten der Kunden zurückzuschließen. Jedoch trifft man eher selten auf Daten oder Theorien die als Basis einen Feldversuch anführen. Die Altbekannte Floskel "Aus Kundensicht ist das so." stellt den Antrieb dieser Arbeit dar. Dabei wird kritisch analysiert, ob wirklich alles das, was laut Theorie die Kundensicht ist, auch der Realität entspricht. Zunächst werden verschiedene Theorien der Kundensicht und des Kundenverhaltens benannt und erklärt. Anschließend wird in einem Feldversuch mit einer Eye Tracking Brille die reale Kundensicht, nämlich die durch die Augen der Kunden, erfasst. Dafür wurden Kunden in zwei Filialen eines Handelsunternehmens darum gebeten, ihren Einkauf und ihren Blickverlauf mit einer Eye Tracking Brille aufzuzeichnen. Bei der Auswertung wurde vor allem auf die Point of Sale Analyse eingegangen. Im Vordergrund stehen Hauptsächlich Verkaufsförderungsmaßnahmen in Form von Sonderplakatierungen oder Sonderplatzierungen. Der Feldversuch verdeutlicht hierbei deren reale Wirkung auf die Kunden und das daraus resultierende Verhalten. Aber auch Themenbereiche wie die aktuellen Entwicklungen im Handel und der Gesellschaft oder die Mittel der Ladengestaltung werden in dieser Arbeit behandelt, um sowohl die Sichtweisen der Händler, als auch die der Kunden zu berücksichtigen.
About the Author: Käthe März, B.A., wurde 1989 in Tallinn geboren. Ihr Studium zur Betriebswirtin mit Schwerpunkt Handel schloss die Autorin im Jahre 2012 mit dem akademischen Grad des Bachelor of Arts erfolgreich ab.


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Product Details
  • ISBN-13: 9783955490300
  • Publisher: Bachelor + Master Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 178 mm
  • ISBN-10: 3955490300
  • Publisher Date: 29 Jan 2013
  • Height: 254 mm
  • No of Pages: 74
  • Series Title: German
  • Weight: 145 gr


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