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Kundenlaufstudie im Handel. Vergleich traditioneller und innovativer Messverfahren

Kundenlaufstudie im Handel. Vergleich traditioneller und innovativer Messverfahren

          
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About the Book

Studienarbeit aus dem Jahr 2015 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Ernst-Abbe-Hochschule Jena, ehem. Fachhochschule Jena, Veranstaltung: Handelsmarketing, Sprache: Deutsch, Abstract: Eine immer stärkere Marktsättigung, verbunden mit steigendem Konkurrenzkampf zwischen den Handelsunternehmen, führt mittlerweile zu einem immer größer werdenden Wettbewerbsdruck zwischen den Unternehmen. Dabei spielt auch die immer rasantere Entwicklung des Internets eine entscheidende Rolle. Zusätzlich wechseln die Kunden immer schneller ihre Verhaltensmuster und allgemeine Ansprüche an ein Unternehmen und seine Produkte. Für die Unternehmen ist es deshalb immer wichtiger, sich in die Köpfe der Kunden hineinzuversetzen und die Produkte und Geschäfte nach den Kundenbedürfnissen anzupassen. Deshalb beschäftigen sich sowohl in der Wissenschaft als auch in der Praxis Verhaltensforscher seit Jahren mit dem Verhalten der Kunden am Point-of-Sale. Dabei wird untersucht, wie der Prozess des Kaufens für den einzelnen Kunden verbessert und erleichtert werden kann. Häufige Probleme sind dabei bereits die Platzierung der Waren und der Verlauf des Kundenwegs. Finden die Kunden sofort die gesuchten Artikel, werden sie unnötigen Stresssituationen ausgesetzt, etc.? Dafür müssen die Kunden und ihre Verhaltensweisen mehr denn je beobachtet und analysiert werden. Im Handel haben sich dafür Kundenlaufstudien bewährt, welche auch das Thema der vorliegenden Arbeit darstellen. Im nachfolgenden Kapitel soll dazu allgemein die Veränderung des Handels in den letzten Jahren analysiert werden. Kapitel 3 soll folgend den Weg des Kunden durch den Verkaufsraum und seine Bedeutung für das Unternehmen betrachten. Anschließend wird in Kapitel 4 die Konsumentenforschung und ihre Bedeutung für den Handel fokussiert. Hierbei erfolgt ein erster Blick auf Kundenlaufstudien und ihre Bedeutung für die Konsumentenforschung und dabei auf die Methode der Beobachtung. Sie stellt die Grundla


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Product Details
  • ISBN-13: 9783668031722
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 36
  • Series Title: German
  • Weight: 59 gr
  • ISBN-10: 366803172X
  • Publisher Date: 03 Sep 2015
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm


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