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Spezifische Formen kindlicher Wahrnehmung als Basis des Marketings für vollwertige Lebensmittel

Spezifische Formen kindlicher Wahrnehmung als Basis des Marketings für vollwertige Lebensmittel

          
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About the Book

Inhaltsangabe: Einleitung: Das Konsumentenverhalten ist ein stetiger Entwicklungsprozess, der schon im frühen Kindesalter beginnt. Von daher ist es wichtig, die kognitive Entwicklung des Menschen von Geburt an nachvollziehen zu können. Mit Hilfe des Wissens, wie Kinder sich kognitiv entwickeln, wie sie wahrnehmen, wie sie lernen und welche Vorlieben und Abneigungen sie haben, kann man effiziente Marketingstrategien erarbeiten, neue Produktideen kreieren und eine dauerhafte Kundenbindung aufbauen. Deswegen wird nachfolgend ein Überblick über die Wahrnehmung, speziell von Kindern, gegeben. Im gesetzlichen Sinne wird der Mensch bis zur Vollendung seines 14.Lebensjahr als Kind bezeichnet. Wenn in der vorliegenden Arbeit von Kindern gesprochen wird, sind in der Regel jedoch Kinder bis zum siebten Lebensjahr gemeint, das heißt Vorschulkinder und Erstklässler. Bei der Analyse von Studienergebnissen sind auch die älteren Kinder berücksichtigt. Da sich die vorliegende Arbeit ausschließlich mit dem Marketing von Lebensmitteln beschäftigt, wird ein Exkurs über das kindliche Ernährungsverhalten gegeben. So soll verständlich gemacht werden, warum Kinder bestimmte Lebensmittel essen und andere nicht. Außerdem zeigt die gesundheitliche Situation in Deutschland, dass sich die Gesellschaft den allgemeinen Problemen Übergewicht und Adipositas stellen sollte, welche weiter ernährungsbedingte Krankheiten zur Folge haben können. Prävention ist deshalb ein zentrales Thema. Hierfür ist der Verzehr von vollwertigen Lebensmitteln schon in jungen Jahren ein maßgeblicher Faktor. Anschließend werden die Marketingstrategien der Lebensmittelindustrie erläutert und einige Kinderlebensmittel vorgestellt. Das FKE definiert Kinderlebensmittel als Produkte die mindestens eines der folgenden Kriterien erfüllen: - Bezeichnung „Kinder". - attraktive Aufmachung. - kindgerechte Portionierung. - spezielle Formung. - an Kinder gerichtete Werbung. Zusätzlich werden einige Aktionen von Verbrauchersc


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Product Details
  • ISBN-13: 9783838699622
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Width: 148 mm
  • ISBN-10: 3838699629
  • Publisher Date: 13 Nov 2006
  • Height: 210 mm
  • No of Pages: 138
  • Series Title: German
  • Weight: 190 gr


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Spezifische Formen kindlicher Wahrnehmung als Basis des Marketings für vollwertige Lebensmittel
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