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Preisfairness - Zusammenfassung der aktuellen Forschung

Preisfairness - Zusammenfassung der aktuellen Forschung

          
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About the Book

Diplomarbeit aus dem Jahr 2009 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Universität zu Köln, Sprache: Deutsch, Abstract: Der Preis ist ein elementares Entscheidungskriterium für oder gegen ein Produkt und für oder gegen einen Anbieter. Aus diesem Grund hat jener einen direkten Einfluss auf die Umsatz und somit auch auf die Gewinnsituation eines Unternehmens. Gerade in Zeiten der Globalisierung, gesättigter Märkte und sinkender Einkommen gewinnt der Preis für Konsumenten an Gehalt. Händler sind hochgradig daran interessiert, wie sie gegen ein neutrales oder negatives Preisimage ankämpfen können, um neue Kunden für sich zu gewinnen und bisherige Kundenbeziehungen zu festigen. Um dieses Ziel zu verwirklichen ist es wichtig zu verstehen, wie Menschen Preise wahrnehmen und auf jene reagieren. In dieser Arbeit wird auf ein wichtiges Element der Preiswahrnehmung eingegangen: die Preisfairness. Aufgrund sozialer Motive verzichten Menschen oftmals darauf, ihre eigene finanzielle Situation zu optimieren und verhalten sich demnach nicht rein opportunistisch. Neben der monetären Analyse spielt auch die Preisfairness eine wichtige Rolle, wenn es darum geht einen Preis zu beurteilen. ... Ziel der vorliegenden Arbeit ist es, die aktuellen Erkenntnisse über das Konstrukt der Preisfairness in einem Modell zu vereinen. Um ein einheitliches Verständnis der Grundlagen zu erlangen, wird zunächst der Begriff der Preisfairness näher definiert (Kap. 2.1), bevor das konzeptionelle Modell dieser Arbeit vorgestellt wird (Kap. 2.2). Anschließend werden theoretische Erklärungsansätze für die Entstehung von Preisfairnessbewertungen dargestellt (Kap. 2.3). Im nachstehenden Kapitel wird eine Übersicht der identifizierten Forschungen dargeboten, in welchem ebenfalls eine Erläuterung der Vorgehensweise der empirischen Studien erfolgt (Kap. 3). Darauf folgt eine Zuordnung der Studien zu den zwei Hauptforschungssträngen. Im nachfolgenden Verlauf werden jene Stränge in w


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Product Details
  • ISBN-13: 9783640508914
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3640508912
  • Publisher Date: 18 Jan 2010
  • Height: 210 mm
  • No of Pages: 68
  • Series Title: German
  • Weight: 104 gr


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