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Value-Orientation in der Marktkommunikation: Eine empirische Studie zur Werte-Orientierung in der Werbung

Value-Orientation in der Marktkommunikation: Eine empirische Studie zur Werte-Orientierung in der Werbung

          
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About the Book

Inhaltsangabe: Einleitung: In den letzten Jahren hat sich ein tiefgreifender Wandel in den Wertevorstellungen der Verbraucher vollzogen. Im Gegensatz zu vorangegangenen Phasen des Wertewandels ist der gegenwärtige Wertewandelschub im wesentlichen durch eine Pluralisierung der Wertemuster geprägt, welche in ihren Auswirkungen zu einem zunehmend multioptionalen Verhalten der Verbraucher führen. Diese tiefgreifenden Veränderungen in den Wertevorstellungen der Verbraucher haben weitreichende Konsequenzen für das Marketing zur Folge. Der neue Konsument charakterisiert sich durch eine verstärkte Differenzierung seiner Konsumwünsche und beurteilt Produkte zunehmend nach ihren emotionalen Erlebniswerten und nicht nach ihrem funktionalen Sachnutzen. Die Kaufentscheidung des Verbrauchers wird daher wesentlich durch die von einem Produkt kommunizierten Images sowie die Erwartung der Realisierung eines individuellen Zusatznutzens beeinflußt. Angesichts sich immer weiter angleichender funktionaler Produktqualitäten und einer daraus resultierenden Austauschbarkeit der Produkte gewinnt in diesem Zusammenhang insbesondere der Bereich der Marktkommunikation an Bedeutung. Der klassische Produktwettbewerb wird zunehmend durch einen Kommunikationswettbewerb ersetzt, der eine eindeutige Differenzierung der Produkte nur noch über die Entwicklung und Kommunikation eines psychologischen Produktnutzens erlaubt. Dies setzt eine entsprechende Identifikation und Abgrenzung der anvisierten Zielgruppe voraus, welche neben soziodemographischen Merkmalen auch psychographische Kriterien und mithin die Wertevorstellungen der Verbraucher einschließen muß. Ziel einer werteorientierten Marktkommunikation ist es, die Wertevorstellungen der Zielgruppe auf das Produkt zu übertragen und auf dieser Grundlage einen einzigartigen psychologischen Produktnutzen zu entwickeln, der in der Lage ist, eine klare Präferenz des Verbrauchers für das Produkt zu erzeugen. Die vorliegende Arbeit konzentriert sich auf


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Product Details
  • ISBN-13: 9783838653716
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Weight: 217 gr
  • ISBN-10: 3838653718
  • Publisher Date: 30 Apr 2002
  • Height: 210 mm
  • No of Pages: 160
  • Series Title: German
  • Sub Title: Eine empirische Studie zur Werte-Orientierung in der Werbung
  • Width: 148 mm


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