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Kundenreaktionen bei Out of Stocks. Mit wie viel Verlust ist durch Präsenzlücken im Regal zu rechnen?

Kundenreaktionen bei Out of Stocks. Mit wie viel Verlust ist durch Präsenzlücken im Regal zu rechnen?

          
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About the Book

Studienarbeit aus dem Jahr 2003 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Friedrich-Schiller-Universität Jena, Sprache: Deutsch, Abstract: "If you believe, with all hype around ECR and the brave new world of technologies, that retail OOS have gone down in the past 20 years, you are wrong. And if you believe shoppers are still willing to accept low service levels, you are wrong again" (Gruen/Corsten 2002b, S. 45). Out-of-Stocks (OOS) sind eines der gravierendsten Probleme der Logistik und somit auch für das Marketing. Sowohl Handel, Lieferanten als auch Hersteller sind von OOS und dessen Auswirkungen betroffen. Nun stellt sich natürlich die Frage, wie Kunden mit der Situation umgehen, wenn sie einen Stock-out erfahren. Konsumenten können auf verschiedenste Art und Weise reagieren, um die aufgetretenen Bestandslücken auszugleichen. Die verschiedenen Reaktionsmöglichkeiten und deren Konsequenzen sollen in der vorliegenden Arbeit näher beleuchtet werden, um daraus Maßnahmen abzuleiten, was Händler und Hersteller verbessern können. Folglich steht der Marketingaspekt rund um das Konsumentenverhalten im Vordergrund dieser Arbeit. Die logistische Betrachtungsweise wird außen vor gelassen. In der vorliegenden Arbeit wird anhand diverser Studien ein Konzept für eine Kundenbefragung erstellt, mit dem empirisch erklärt werden soll, wie viele Verluste dem Händler und Hersteller durch Präsenzlücken im Regal entstehen. Im Vorfeld wird jedoch ein Abriss über den State of the Art präsentiert, um die grundlegenden Aspekte zu klären. Es existieren dazu bereits zahlreiche Studien, die sich mit der Out-of-Stock - Problematik auseinandersetzen.


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Product Details
  • ISBN-13: 9783656794974
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3656794979
  • Publisher Date: 09 Mar 2015
  • Height: 210 mm
  • No of Pages: 36
  • Series Title: German
  • Weight: 59 gr


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Kundenreaktionen bei Out of Stocks. Mit wie viel Verlust ist durch Präsenzlücken im Regal zu rechnen?
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