Bewertung des Produktdesigns durch Käufer am Beispiel Audi A5 und A7
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Bewertung des Produktdesigns durch Käufer am Beispiel Audi A5 und A7

Bewertung des Produktdesigns durch Käufer am Beispiel Audi A5 und A7


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About the Book

Bachelorarbeit aus dem Jahr 2012 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Brandenburgische Technische Universität Cottbus, Sprache: Deutsch, Abstract: Bereits Kleinkinder verfallen dem Rausch der Geschwindigkeit und drücken ihre Freude beim Anblick eines Automobils aus. Mit Beginn der Fahrt beginnt die Show, während sie die Welt am Fenster vorbeiziehen sehen. Das Gefühl der Bewegung wird während des Spielens mit Automodellen und dem Fahren eines eigenen Bobby-Cars simuliert. Die Begeisterung für Fahrzeuge aller Art ist generationenübergreifend tief verwurzelt und hält ein Leben lang (Sheller 2004, S. 227). Der erste Anblick eines Fahrzeugs gibt Aufschluss darüber, ob das Design ansprechend ist oder vom Käufer abgelehnt wird. Daher zeigt sich, dass Fahrzeuge in erster Linie als Spiel-zeug angesehen und nicht auf Grund des praktischen Nutzens, sondern zur Außendarstellung gekauft werden (Lingnau 2009 S. 85). Ziel dieser Bachelorarbeit ist die Bewertung verschiedener Automobildesigns anhand einzel-ner Merkmale und die Begeisterung ein stückweit messbar zu machen. Ein Automobil als Gesamtprodukt ist die Summe seiner einzelnen Komponenten (Fellini et al. 2004, S. 90). Mit Hilfe der Conjoint-Analyse lassen sich der Einfluss der einzelnen Merkmale und deren Nut-zen bezogen auf das Gesamtprodukt betrachten (Louviere 1988, S. 93). Subjektives Empfin-den soll so anhand objektiver Nutzenwerte erklärt werden. Beispielhaft wird dabei das Pro-duktdesigns des Audi A5 und A7 sowie des direkten Konkurrenzmodells dem BMW GT 535i vergleichend betrachtet. Um die Teilnutzenwerte der Merkmalsausprägungen zu ermitteln, wurde im Rahmen dieser Arbeit eine Erhebung unter 101 Personen durchgeführt. Eine detaillierte Beschreibung dieser Vorgehensweise findet im Methodik Teil statt. Unter Verwendung der Ergebnisse sollen die Charakteristika der Fahrzeuge beschrieben werden. Die gemeinsame Geschichte der drei Mobilitätszweige, zu Wasser, zu Luft und an Land wird wä


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Product Details
  • ISBN-13: 9783656314615
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 80
  • Series Title: German
  • Weight: 163 gr
  • ISBN-10: 3656314616
  • Publisher Date: 04 Jun 2013
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm


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