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Knappheit als Determinante von Kaufentscheidungen

Knappheit als Determinante von Kaufentscheidungen

          
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About the Book

Bachelorarbeit aus dem Jahr 2009 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Europa-Universität Viadrina Frankfurt (Oder), Sprache: Deutsch, Abstract: Produkte, die nicht unbegrenzt zur Verfügung stehen, sind elementarer Bestandteil der Marktwirtschaft, wie man sie heute kennt. So ist die Knappheit eines Gutes Grundvoraussetzung dafür, dass überhaupt damit gewirtschaftet werden muss (Behrens/Kirspel 2003, S. 30). Denn wären alle Güter unbegrenzt verfügbar, bräuchte man nicht mit ihnen handeln und es würde Wirtschaft im ökonomischen Sinne gar nicht geben (Fischbach/Wollenberg 2007, S. 19). Viele Verkäufer nutzen Knappheit mittlerweile als Marketingtaktik, indem sie ihre Produkte künstlich verknappen, um die Nachfrage nach diesen zu erhöhen. Beliebte Beispiele sind etwa "Limitierte Editionen", zeitliche Begrenzungen der Form "Angebot gilt nur bis ..." oder das Herunterzählen der noch verfügbaren Exemplare im Teleshopping (Lynn 1991, S. 43). Solche Begrenzungen des Angebots und die dadurch signalisierte Knappheit scheinen bedeutende Auswirkungen auf die Beliebtheit der Produkte zu haben. Offenbar vermag es also schon das bloße Signalisieren von Knappheit, Verkäufe zu steigern und die wahrgenommene Attraktivität des Produktes beim Konsumenten zu erhöhen. Inwieweit dies tatsächlich möglich ist und wie Knappheit auf Kaufentscheidungen der Konsumenten wirkt, ist Gegenstand dieser Arbeit. Der Effekt von Knappheit auf die Wahrnehmung des Kunden soll dabei untersucht werden, um festzustellen, inwiefern sich Kaufentscheidungen durch diese simple Marketingstrategie beeinflussen lassen.


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Product Details
  • ISBN-13: 9783640900015
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3640900014
  • Publisher Date: 26 Apr 2011
  • Height: 210 mm
  • No of Pages: 84
  • Series Title: German
  • Weight: 122 gr


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