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Die Wirkung von Duft im Verkaufsraum. Der Einfluss von Geruch auf den Konsumenten

Die Wirkung von Duft im Verkaufsraum. Der Einfluss von Geruch auf den Konsumenten

          
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About the Book

Bachelorarbeit aus dem Jahr 2016 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,9, Universität Osnabrück, Sprache: Deutsch, Abstract: Schon seit Jahrhunderten sind Düfte in rituellen, religiösen, medizinischen und ästhetischen Vorgängen von Bedeutung. Bereits im antiken Ägypten wurden Düfte zum Beeindrucken und Verführen verwendet. Heute finden Düfte häufig Anwendung in Hotels, Supermärkten, Kaufhäusern, Kreditinstituten, Museen, Arztpraxen, Verwaltungsgebäuden, Schulen, sowie in Transportunternehmen und auf Messeständen. Da dem Effekt durch den Einsatz von Duft im Vergleich zu dem Einsatz von anderen Impulsen bisher nur eine geringe Aufmerksamkeit zuteilgeworden ist, beschäftigt sich diese Arbeit mit der Wirkung von Düften in Räumen. Hierbei liegt der Fokus besonders auf Verkaufsräumen des Einzelhandels. Dazu wird sich vor allem mit den Fragestellungen beschäftigt, ob die olfaktorische Gestaltung des Point of Sale einen positiven Einfluss hat, ob sie sich auf die emotionale Befindlichkeit von Konsumenten auswirkt, ob sie Verhaltensänderungen auslösen kann, wie sich diese letztendlich zeigen und ob es Handlungsempfehlungen für den Einsatz von Duft gibt. Dabei werden zuerst wichtige Begriffe erläutert und abgegrenzt. In Kapitel 3 wird der Zusammenhang von Verkaufsraum und Ladenatmosphäre mit Blick auf den Einfluss der Sinne erklärt und anschließend ein grober Überblick über den Geruchssinn und die Faktoren der Geruchswahrnehmung gegeben. Der fünfte Abschnitt geht auf die Wirkung von Düften auf Emotionen und Erinnerungen ein. Das sechste Kapitel wirft einen Blick auf den Einsatz von Düften in Verkaufsräumen. Dabei werden zunächst Ziele und Methoden des Einsatzes besprochen, bevor die Duftauswahl und einige Praxisbeispiele betrachtet werden. Das siebte Kapitel thematisiert die Wirkung von Düften auf den Konsumenten vor allem anhand von Duftwirkungsmodellen und empirischen Studien. Hier werden auch Handlungsempfehlungen formuliert. Das achte


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Product Details
  • ISBN-13: 9783668313484
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 48
  • Series Title: German
  • Weight: 77 gr
  • ISBN-10: 3668313482
  • Publisher Date: 13 Oct 2016
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm


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Die Wirkung von Duft im Verkaufsraum. Der Einfluss von Geruch auf den Konsumenten
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Die Wirkung von Duft im Verkaufsraum. Der Einfluss von Geruch auf den Konsumenten
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