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Relevanz von Emotionen bei der Kaufentscheidung von Fast-Moving-Consumer-Goods (FMCG)

Relevanz von Emotionen bei der Kaufentscheidung von Fast-Moving-Consumer-Goods (FMCG)

          
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About the Book

Studienarbeit aus dem Jahr 2016 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Hochschule für Medien, Kommunikation und Wirtschaft, Veranstaltung: Wissenschaftliches Propädeutikum, Sprache: Deutsch, Abstract: Konsumenten werden in der heutigen Zeit mit einem Überfluss an Produkten und Werbemaßnahmen konfrontiert. Aufgrund der begrenzten menschlichen Informationsverarbeitung bewirkt dies eine Informationsüberlastung, wodurch sich bemerkbar macht, dass Konsumenten nur einen Bruchteil an Informationen aufnehmen und verarbeiten können. Wer auf sich aufmerksam machen möchte, muss aus den aneinander gereihten Produkten im Verkaufsregal herausstechen. Insbesondere Hersteller in der FMCG-Branche werden dazu veranlasst ihre Kommunikationsmaßnahmen zu verschärfen. Studien haben ergeben, dass die Kaufentscheidung im wesentlichen am Stationären Handel beeinflusst wird, 50% der deutschen Konsumenten treffen ihre Wahl für ein Produkt in der Einkaufsstätte. Es ist von Relevanz zu untersuchen, wie sich Konsumenten beim alltäglichen Einkauf von FMCG aktivieren bzw. beeinflussen lassen. Emotionen sind dabei das trojanische Pferd, um Menschen zu erreichen, im Marketing sind Emotionen ein wichtiges und grundlegendes Element im System der intervenierenden Variablen und der Antriebskräfte von Konsumenten. Emotionen gewinnen für das Marketing in gesättigten Märkten immer mehr an bedeutung. Der Verbraucher sieht sich meist vor ausgereiften und im Grundnutzen austauschbaren Produkten gegenüber. Im Grundnutzen homogene Güter lassen sich demnach nur noch über Zusatz- und Geltungsnutzen emotional differenzieren. Ziel dieser Arbeit ist es, die Wichtigkeit von Emotionen bei der Kaufentscheidung von FMCG herauszuarbeiten. Im Grundlagenteil werden zunächst, der Begriff der Emotionen aufgefasst, einkategorisiert und anhand eines Modells veranschaulicht. Desweiteren wird ein Partialmodell der Kaufentscheidungen vorgestellt und in Relation mit FMCG gebracht. Im Haupttei


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Product Details
  • ISBN-13: 9783668491823
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Edition: Fmcg
  • Language: German
  • Returnable: N
  • Weight: 45 gr
  • ISBN-10: 3668491828
  • Publisher Date: 28 Jul 2017
  • Binding: Paperback
  • Height: 210 mm
  • No of Pages: 24
  • Spine Width: 2 mm
  • Width: 148 mm


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Relevanz von Emotionen bei der Kaufentscheidung von Fast-Moving-Consumer-Goods (FMCG)
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