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Kundenwahrnehmung von Produktdesign

Kundenwahrnehmung von Produktdesign

          
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About the Book

Bachelorarbeit aus dem Jahr 2013 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1.0, Universität Stuttgart, Sprache: Deutsch, Abstract: Unternehmen stehen aufgrund der fortschreitenden Globalisierung und der damit einhergehenden, steigenden Zahl von Konkurrenten vor neuartigen Problemen. Besonders im Konsumgüterbereich kommt es zu einer immer weitergehenden Angleichung der Produkte bezüglich Qualität und Preis. Da über diese Faktoren oftmals keine Differenzierung mehr möglich ist, suchen Unternehmen nach anderen Möglichkeiten, mithilfe derer sie sich dennoch von der Konkurrenz abgrenzen und den Kunden zum Kauf animieren können. Hierbei hat sich vor allem das Produktdesign als effektives und effizientes Werkzeug zur Differenzierung herausgebildet und erfährt eine dementsprechend hohe Aufmerksamkeit in der Praxis und der wissenschaftlichen Literatur. Um sich jedoch durch das Produktdesign positiv von der Konkurrenz absetzen zu können, ist ein tiefes Verständnis für die Auswirkungen der verschiedenen Aspekte des Produktdesigns auf die Kundenwahrnehmung von großer theoretischer und praktischer Relevanz. Das Ziel der vorliegenden Arbeit ist es daher, einen umfassenden Einblick in die aktuelle Literatur zur Kundenwahrnehmung von Produktdesign zu geben. Hierbei steht insbesondere die Fragestellung im Vordergrund, welche Einflussfaktoren existieren und in welchem Ausmaß diese die Wahrnehmung der Kunden bezüglich des Produktdesigns beeinflussen können. Um dieser Frage nachzugehen, werden im 2. Kapitel zunächst die definitorischen Grundlagen gelegt, innerhalb derer die Begriffe Produktdesign und Wahrnehmung näher erläutert werden. Kapitel 3 beschäftigt sich anschließend mit dem aktuellen Forschungsstand im Bereich der Kundenwahrnehmung von Produktdesign. Der Fokus liegt hierbei auf der Betrachtung der monosensuellen und multisensuellen Wahrnehmung des Produktdesigns, auf den Einflüssen der Marke und auf der Produktgestaltung unter Einbeziehung der Kund


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Product Details
  • ISBN-13: 9783656763253
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 91 gr
  • ISBN-10: 3656763259
  • Publisher Date: 08 Oct 2014
  • Height: 210 mm
  • No of Pages: 60
  • Spine Width: 4 mm
  • Width: 148 mm


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