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Untersuchung der Kundengruppe Späteinkäufer im Lebensmitteleinzelhandel

Untersuchung der Kundengruppe Späteinkäufer im Lebensmitteleinzelhandel

          
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About the Book

Diplomarbeit aus dem Jahr 2011 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,2, AKAD-Fachhochschule Leipzig, Veranstaltung: Diplomarbeit, Sprache: Deutsch, Abstract: Die Öffnungszeiten im Einzelhandel haben sich in den letzten Jahren deutlich verlängert. Darin spiegeln sich die Bedürfnisse der Konsumenten nach zeitlich flexiblen Einkaufsmöglichkeiten wider. Der Wandel von Haushalts- und Familienstrukturen und die zunehmende Verbreitung flexibler Arbeitszeitmodelle sind die treibenden Kräfte hinter dem Wunsch der Verbraucher, weitgehend unabhängig von der Tageszeit Güter des täglichen Bedarfs - insbesondere Lebensmittel - erwerben zu können. Die rege Nutzung von Spätöffnungszeiten lässt den Schluss zu, dass es gute Gründe für Späteinkäufe gibt. Die hohe Akzeptanz deutet außerdem darauf hin, dass der Trend zum Späteinkauf nicht nur eine kurzfristige Erscheinung darstellt, sondern eine gewisse Nachhaltigkeit besitzt. Für Unternehmen sind Kenntnisse der Kundenbedürfnisse, Bereitstellung eines passenden Waren- und Dienstleistungsangebots und ein entsprechender Personaleinsatz zentrale Voraussetzungen für eine höhere Wettbewerbsfähigkeit. Die Bedürfnisse und Ansprüche der Späteinkäufer sind allerdings bisher kaum systematisch untersucht worden. Dabei ist dieses Wissen sowohl von wissenschaftlichem als auch von unternehmerischem Interesse. Die vorliegende Arbeit soll helfen, fundierte Erkenntnisse darüber zu gewinnen. Im Rahmen dieser Arbeit wurden ca. 500 Späteinkäufer hinsichtlich ihres Kaufverhaltens, ihrer Ansprüche und Bedürfnisse befragt. Daraus wurden verschiedene Differenzierungsmerkmale der Gruppe der Späteinkäufer bestimmt, die Häufigkeiten untersucht und schließlich die wichtigsten Gründe für den Einkauf nach 20 Uhr herausgearbeitet.


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Product Details
  • ISBN-13: 9783656161561
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3656161569
  • Publisher Date: 05 Jun 2013
  • Height: 210 mm
  • No of Pages: 112
  • Series Title: German
  • Weight: 154 gr


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Untersuchung der Kundengruppe Späteinkäufer im Lebensmitteleinzelhandel
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