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Endowment Effekt. Warum Ikea glücklich macht

Endowment Effekt. Warum Ikea glücklich macht


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About the Book

Studienarbeit aus dem Jahr 2018 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 2,0, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, Frankfurt früher Fachhochschule, Sprache: Deutsch, Abstract: Im Rahmen dieser Seminararbeit wird eine Untersuchung des Möbelherstellers Ikea hinsichtlich des Endowment-Effekts angestrebt. Von besonderem Interesse sind hierbei, unter welchen Aspekten Konsumenten eine emotionale Bindung zu ihren Ikea-Möbeln aufbauen und weshalb der Besitztumseffekt bei Ikea Möbeln besonders stark ausgeprägt ist. Als Ingvar Kamprad vor mehr als 70 Jahren Ikea gegründet hat, hätte der Gründer damals wohl nicht damit gerechnet, dass aus der damaligen kleinen schwedischen Versandfirma heute ein globales Netzwerk, mit einschließlich 403 Möbelhäusern, entsteht, welche in insgesamt 49 Ländern platziert sind. Mittels einer durchdachten Strategie verführt Ikea geschickt seine Konsumenten mit eindrucksvollen, inspirierenden Wohnungseinrichtungen in eine eigene Welt, die die Besucher ungern verlassen. Hinter dem Verkauf der bekannten Ikea-Hot-Dogs steckt unter anderem eine Verkaufsstrategie, die den Kunden dazu verleitet mehr Geld und Stunden im Möbelhaus zu investieren, als geplant. Kaum ein anderer Möbelhersteller hat es durch sein strategisches Unternehmenskonzept und vor allem durch seine Kaufpsychologie geschafft, zum beliebtesten Einrichtungshaus der Welt zu werden. Im Vergleich zu einem vorgefertigten Produkt, sorgt die eigene Arbeitsleistung, sprich die Selbstmontage bei Ikea dafür, dass anschließend die Wertschätzung und der Nutzen des Produktes seitens der Konsumenten höher und wertvoller bewertet wird als bei einem fertig gekauften Möbelstück. Dies kann damit begründet werden, dass der Konsument während der Produktzusammenstellung gleichzeitig zu diesem auch eine emotionale Bindung aufbaut. Infolge dessen schätzt dieser den Wert des Gutes höher, als den tatsächlichen Preis. Insbesondere z


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Product Details
  • ISBN-13: 9783668699090
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 26
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3668699097
  • Publisher Date: 03 May 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 95 gr


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Endowment Effekt. Warum Ikea glücklich macht
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