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Shopper Research

Shopper Research

          
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About the Book

Inhaltlich unveränderte Neuauflage. Der Point of Sale gilt als wichtigster Ort des Kaufentscheidungsprozesses von schnell-drehenden Konsumgütern. Die Erfassung des Konsumentenverhaltens am Ort des Einkaufs ist daher sowohl für die Industrie als auch für den Han-del von großem Interesse. Die institutionelle Marktforschung hält daher unter dem Begriff Shopper Research ein breites Bündel an Möglichkeiten zur Er-fas-sung und Analyse dieses Verhaltens bereit. Die Autoren greifen diesen Sachverhalt auf und versuchen neben einer De-fi-ni-tion des Begriffs Shopper Research auch die Kategorisierung verschiedener In-stru-mente des Shopper Research. Darüber hinaus beleuchten sie den ak-tu-ellen Stand der Käuferverhaltensforschung und gehen insbesondere auf die zum Teil unterschiedlichen Fragestellung des Handels und der Konsum-güter-indus-trie an das Shopper Research ein. Das Buch bietet somit eine umfassende Abhandlung über das sowohl für den Han-del als auch für die Industrie wichtige Feld des Shopper Research. Es richtet sich an Studierende und Dozenten der Betriebswirtschaftslehre mit Schwer-punkt Marktforschung sowie an interessierte Praktiker aus Markt-for-schung, Handel und Industrie.


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Product Details
  • ISBN-13: 9783639422061
  • Publisher: KS Omniscriptum Publishing
  • Publisher Imprint: AV Akademikerverlag
  • Height: 229 mm
  • No of Pages: 116
  • Spine Width: 7 mm
  • Width: 152 mm
  • ISBN-10: 3639422066
  • Publisher Date: 01 Jun 2012
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 181 gr


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