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Markenbindung in der Generation Y. Konsumverhalten von Millennials in Deutschland: Eine explorative Analyse

Markenbindung in der Generation Y. Konsumverhalten von Millennials in Deutschland: Eine explorative Analyse

          
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About the Book

Masterarbeit aus dem Jahr 2016 im Fachbereich Führung und Personal - Generation Y, Generation Z, Note: 2,3, Europa-Universität Flensburg (ehem. Universität Flensburg), Sprache: Deutsch, Abstract: Die Generation Y, deren Mitglieder auch Millennials genannt werden, stellt als Zielgruppe das Management von Marken vor besondere Herausforderungen. Sie sind zwischen 1981 und 1995 geboren und die Umstände, unter denen diese Zielgruppe aufgewachsen ist, prägten ihre Verhaltensweisen und insbesondere ihr Konsumverhalten. Die Millennials wuchsen in der Zeit der Digitalisierung mit dem Internet und digitalen Medien auf, wodurch es für sie selbstverständlich ist, jederzeit online und erreichbar zu sein. Ein konstanter Informationsfluss ist für Millennials zur Normalität geworden und Kaufentscheidungen werden oft erst getroffen, nachdem die beste Alternative nach der Bewertung von Preis, Leistung und Qualität gefunden wurde. Zudem hat die Globalisierung und die internationale Ausrichtung des Konsums Auswirkungen auf das Konsumverhalten der Millennials. Eine immer stärkere Ausweitung des Angebots mit einer großen Produkthomogenität führt gleichzeitig mit den geringen Informationskosten der Millennials dazu, dass die symbolische Funktion von Marken kaum noch eine Rolle spielt. Dieser Trend wird zudem unterstützt durch die Eigenschaft der Generation Y, dass sie keine Perspektiven von Autoritäten auferlegt bekommen wollen, ohne dass eigene Reflektionen in diese Perspektiven miteinbezogen werden. Dies führt dazu, dass nicht nur Vereine, Parteien und Kirchen an Einfluss verlieren, sondern auch die Markenbindung von Millennials schwer zu erreichen ist. Aufgrund ihrer großen Zahl und ihrer Kaufkraft ist die Generation Y sehr wichtig für den Konsumgütermarkt. Jedoch zeigt sich bereits, dass die charakteristischen Eigenschaften der Millennials dazu führen, dass starke, etablierte Marken vor der Herausforderung stehen, diese Zielgruppe an sich zu binden. Diese Forschungsarbeit grei


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Product Details
  • ISBN-13: 9783668335516
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 14 mm
  • Weight: 322 gr
  • ISBN-10: 3668335516
  • Publisher Date: 10 Nov 2016
  • Height: 210 mm
  • No of Pages: 242
  • Series Title: German
  • Sub Title: Eine explorative Analyse
  • Width: 148 mm


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Markenbindung in der Generation Y. Konsumverhalten von Millennials in Deutschland: Eine explorative Analyse
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