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Einfluss von Konsumentencharakteristika auf das Kaufverhalten: Eine kritische Analyse existierender Konsumententypologien

Einfluss von Konsumentencharakteristika auf das Kaufverhalten: Eine kritische Analyse existierender Konsumententypologien

          
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About the Book

Inhaltsangabe: Einleitung: Nach dem 2. Weltkrieg wuchs die Wirtschaft in der Bundesrepublik Deutschland progressiv. Allmählich überstieg das Angebot die Nachfrage, so dass sich ein Wandel vom Verkäufermarkt zum Käufermarkt vollzog. Parallel dazu fand ein Paradigmenwechsel in der Wissenschaft statt. Die eher produktorientierte Absatzwirtschaft wurde vom Marketing abgelöst, das die Kundenbedürfnisse in den Mittelpunkt der Betrachtung stellte. Unternehmen richten seither ihre gesamten Aktivitäten stärker an den Erfordernissen des Marktes aus, um aus der Sichtweise möglicher Kunden einen Vorteil gegenüber ihrer Konkurrenz zu erlangen. Intensiviert wird dieser Prozess noch durch die zunehmende Internationalisierung und Globalisierung des Wettbewerbs seit den 80er Jahren. Ein wesentlicher Erfolgsfaktor für die Unternehmen ist hierbei das Verständnis des Konsumentenverhaltens. Dieses wird im Rahmen der Marktforschung unter anderem durch Konsumententypologien gewonnen. Derartige Typologien versuchen unterschiedliche Arten von Käufern mittels bestimmter Konsumentencharakteristika, die das Kaufverhalten beeinflussen, zu identifizieren. Die zentrale Frage dieser Arbeit soll nun sein: Worum handelt es sich bei den Konsumentencharakteristika, die das Kaufverhalten beeinflussen, und welche Bedeutung haben diese für das Marketing? Gang der Untersuchung: Um dies zu klären, wird zunächst das theoretische Grundkonzept der Konsumententypologie vorgestellt (2. Kapitel). Im Anschluss gilt es dann die Charakteristika, die das Kaufverhalten der Kunden beeinflussen, zu ermitteln. Dazu werden entsprechende Typologien der Fachliteratur ausgewertet. Aufgrund der großen Vielzahl an unterschiedlichen Kriterien erfolgt die Einteilung der ermittelten Merkmale in ein übergeordnetes Kategoriensystem (3. Abschnitt). Im vierten Teil wird auf die Bedeutung der Konsumentencharakteristika für das Marketing eingegangen. Die Merkmalskategorien werden hierzu unter sechs verschiedenen Aspekten beu


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Product Details
  • ISBN-13: 9783836600545
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 91 gr
  • ISBN-10: 3836600544
  • Publisher Date: 22 Dec 2006
  • Height: 210 mm
  • No of Pages: 60
  • Series Title: German
  • Sub Title: Eine kritische Analyse existierender Konsumententypologien
  • Width: 148 mm


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Einfluss von Konsumentencharakteristika auf das Kaufverhalten: Eine kritische Analyse existierender Konsumententypologien
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