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Verhaltenswissenschaftliche Grundlagen des Gender-Marketing im Einzelhandel

Verhaltenswissenschaftliche Grundlagen des Gender-Marketing im Einzelhandel

          
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About the Book

Bachelorarbeit aus dem Jahr 2015 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Fachhochschule Worms, Sprache: Deutsch, Abstract: Unterschiede zwischen Mann und Frau sind seit Generationen in der Gesellschaft existent; schon immer hatten die Geschlechter eine genaue Rollenzuweisung. Dies spiegelte sich in der Familie, der Gesellschaft, der Kultur und nicht zuletzt im Konsumverhalten wieder. Produktgruppen konnten exakt zugewiesen werden. Die Werbung illustrierte ein genaues Bild der perfekten Frau und des vorbildlichen Mannes. Heutzutage sind die Rollen vernebelt. Männer und Frauen kümmern sich in der "Generation Single" eigenständig um ihren Beruf, ihren Haushalt, ihren Einkauf, ihren Konsum. Im Falle einer Partnerschaft sind beide gleichberechtigt. Es gibt in der Werbung kaum noch gesellschaftliche Vorgaben, die Menschen können sich individuell entfalten und ihre Interessen verfolgen. Frauen kaufen autark Stereoanlagen und Handys; Männer Anti-Falten Cremes und modische Sneakers. Das Marketing hat die Aufgabe, diese Veränderung aufzugreifen und den Konsumenten wertegerecht zu einem Kauf zu motivieren. Dennoch sind Stereotypen in den Köpfen der Konsumenten, der Marketingagenturen und der Leser präsent. Oder wie würden Sie einen Shopping-Trip von Herrn Mustermann und Frau Musterfrau beschreiben? Um diese Frage beantworten zu können, müssen biologische und soziokulturelle Aspekte beachtet und kritisch beäugt werden. Unterschiede gibt es, jedoch müssen sie weder betont noch verwischt werden. Die Konsumenten werden in der vorliegenden Arbeit - in theoretischer und empirischer Ausarbeitung - auf ihr gegenwärtiges Verhalten in Bezug auf Konsumgüter im Einzelhandel untersucht


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Product Details
  • ISBN-13: 9783668706460
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 100
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3668706468
  • Publisher Date: 15 Oct 2015
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 140 gr


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