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Einfluss des Verpackungsdesigns veganer Produkte auf die Kaufentscheidung. Eine Analyse anhand der Marke "Food for Future"

Einfluss des Verpackungsdesigns veganer Produkte auf die Kaufentscheidung. Eine Analyse anhand der Marke "Food for Future"

          
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About the Book

Studienarbeit aus dem Jahr 2021 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,3, Hochschule für Medien, Kommunikation und Wirtschaft, Sprache: Deutsch, Abstract: Im Rahmen der vorliegenden Arbeit soll aufgezeigt werden, inwiefern Verpackungsdesigns veganer Produkte Einfluss auf die Kundenwahrnehmung und Kaufentscheidung nehmen können. Dies wird anhand der Handelsmarke Food for Future als Praxisbeispiel analysiert. Die Praxisarbeit gliedert sich in sechs thematische Abschnitte wovon im Ersten eine Einleitung ins Themengebiet stattfindet. Um eine theoretische Grundlage für die folgenden Kapitel aufzubauen, werden innerhalb des zweiten Kapitels die wichtigsten Begrifflichkeiten aufgezeigt. Das nachfolgende Kapitel befasst sich mit dem Verpackungsdesign im Marketingkontext, gliedert dieses innerhalb des Marketing-Mix ein und zeigt auf, wie Unternehmen Verpackungsdesigns als Marketinginstrument einsetzen und welche Gestaltungselemente dabei wie genutzt werden. Im darauffolgenden Verlauf wird der aktuelle Stand im Bereich der Konsumentenforschung offengelegt. Kapitel fünf befasst sich mit dem empirischen Hauptteil, in dem in Kapitel 5.1 zuerst die theoretische Basis vorgestellt und die daraus resultierende Theorie der vorliegenden Arbeit dargelegt wird. Darauf aufbauend wurden neun Hypothesen gebildet, die in Kapitel 5.2 erörtert sind. Anschließend wird in Kapitel 5.3 das ausgewählte Untersuchungsdesign detailliert erläutert, in Kapitel 5.4 das Instrument zur Erhebung der Daten vorgestellt und auf den Inhalt der Studie genauer eingegangen. In Kapitel 5.5 wird das Semantische Differenzial als angewendetes Messmodell des eigens erstellten Online-Fragebogens genauer erklärt. Danach wird in Kapitel 5.6 erst auf allgemeine Informationen zur Stichprobengenerierung eines Fragebogens und anschließend auf die Stichprobenart und den -umfang der durchgeführten empirischen Studie eingegangen. Diese Stichprobe wird anschließend zusätzlich zur besseren Lesbark


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Product Details
  • ISBN-13: 9783346695697
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 44
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3346695697
  • Publisher Date: 10 Jul 2022
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 68 gr


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Einfluss des Verpackungsdesigns veganer Produkte auf die Kaufentscheidung. Eine Analyse anhand der Marke "Food for Future"
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