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Zur Beziehungsdiagnostik in der Marktpsychologie: Entwicklung eines Diagnoseinstrumentes zur Erfassung der Beziehung zwischen Konsument und Unternehmen

Zur Beziehungsdiagnostik in der Marktpsychologie: Entwicklung eines Diagnoseinstrumentes zur Erfassung der Beziehung zwischen Konsument und Unternehmen

          
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About the Book

Inhaltsangabe: Einleitung: Die Marktpsychologie, die sich primär mit dem Erleben und Verhalten der Menschen im Markt beschäftigt, ist eine interdisziplinäre Wissenschaft, die von den Psychologen selbst leider kaum weiterentwickelt wird. Mit der vorliegenden Arbeit soll versucht werden, Ansätze der empirischen Sozialpsychologie in die stark pragmatische Wissenschaft der Marktpsychologie zu integrieren. Die Märkte unserer hoch industrialisierten Gesellschaft bestehen bereits größtenteils aus ausgereiften Produkten, welche die sachlichen Qualitätsstandards der Konsumenten erfüllen. Die Produkte weisen lediglich wenige funktionelle Qualitätsunterschiede auf, objektive Unterschiede werden von den Abnehmern in Westeuropa kaum noch wahrgenommen. Die Unternehmen müssen infolgedessen den Verbrauchern etwas anbieten, das über das Produkt hinausgeht. Zudem können wir sogar von einer "Entmaterialisierung" des Konsums sprechen, da die Konsumenten die angebotenen Produkte und Dienstleistungen immer weniger wegen ihres sachlichen Nutzens erwerben, sondern u.a. wegen der damit verbundenen erhofften erhöhten Lebensqualität. Gleichzeitig zu den dargestellten Tendenzen ist in der Bevölkerung ein stetig steigendes Bildungsniveau und folglich ein höheres Anspruchsniveau bezüglich Information und Wissen über Unternehmen zu erkennen. Das heißt, der Konsument erwartet aufrichtige und konkrete Auskünfte, um sich ein wirklichkeitsgetreues Bild gestalten zu können, bevor er bereit ist, in ein Unternehmen zu investieren. Die Zeiten des unkritischen Verbrauchers gehören immer mehr der Vergangenheit an, der Konsument ist mündig geworden! Der dargestellte Wertewandel der Verbraucher wird im Marketingbereich der Unternehmen noch häufig unterschätzt und vernachlässigt. Mit der vorliegenden Arbeit soll durch die, in der pragmatischen Marktpsychologie nicht unüblichen, Integration von Ansätzen der psychologischen und soziologischen Sozialpsychologie und der wirtschaftswissenschaftlichen Marktforsch


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Product Details
  • ISBN-13: 9783838635507
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 154 gr
  • ISBN-10: 3838635507
  • Publisher Date: 02 May 2001
  • Height: 210 mm
  • No of Pages: 108
  • Series Title: German
  • Sub Title: Entwicklung eines Diagnoseinstrumentes zur Erfassung der Beziehung zwischen Konsument und Unternehmen
  • Width: 148 mm


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Zur Beziehungsdiagnostik in der Marktpsychologie: Entwicklung eines Diagnoseinstrumentes zur Erfassung der Beziehung zwischen Konsument und Unternehmen
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Zur Beziehungsdiagnostik in der Marktpsychologie: Entwicklung eines Diagnoseinstrumentes zur Erfassung der Beziehung zwischen Konsument und Unternehmen
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