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Externe Referenzpreise

Externe Referenzpreise

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About the Book

Der Preis stellt schon seit langem das im Handel bedeutendste Marketinginstrument dar, mit welchem Handelswettbewerber einen Kaufanreiz initiieren wollen. Dabei ist es für den Händler wichtig zu verstehen, wie Konsumenten Preise bzw. Preisunterschiede wahrnehmen. Aufgrund dessen wurden in der Vergangenheit u. a. Fragen der Sonderangebotspolitik intensiv untersucht. Sonderangebote können in einen Rahmen gefasst werden, indem ein Vergleichspreis bzw. externer Referenzpreis geboten wird. Man spricht hier auch von "Framing" des Sonderangebots. Das heißt, es gibt Verkaufssituationen, die dem Konsumenten zwei Preise liefern: einen höheren "regulären" Preis, welcher mit einem aktuellen niedrigeren Verkaufspreis verglichen werden kann. Ein Beispiel hierfür ist "Sonst 3,99, diese Woche für nur 2,99 ." Solche Preise sollen als Anker dienen und die im Gedächtnis gespeicherten internen Referenzpreise erhöhen, so dass das Sonderangebot besonders günstig erscheint, der Kunde zum Kauf des Aktionsproduktes animiert wird und sich kurzfristig ein stärkerer Absatzeffekt zeigt. Doch besitzen externe Referenzpreise wirklich diese Wirkung? Kann der Händler mit dem Einsatz eines externen Vergleichspreises tatsächlich den internen Referenzpreis des Kunden beeinflussen? Wie groß ist die Wahrscheinlichkeit, dass der Kunde sich trotz des externen Vergleichspreises, durch den der aktuelle Preis in ein vorteilhaftes Licht gerückt wird, auch noch in anderen Geschäften nach der Preishöhe zu informieren beabsichtigt? Es stellt sich ferner die Frage, ob die Höhe der externen Referenzpreise vom Kunden überhaupt akzeptiert wird. Außerdem besteht die Möglichkeit, dass ein Händler nicht bei jedem Produkt, jedem Kunden oder bei jeder Geschäftsform die gleiche Wirkung zu erzielen vermag. Ziel der vorliegenden Diplomarbeit war es daher, einen Überblick über die bisherigen empirischen Befunde zur Wirkung von externen Referenzpreisen auf die Wahrnehmungen und Absichten der Konsumenten zu geben, sowie d
About the Author: Sanja Ivcic, Diplom Kauffrau, Betriebswirtschaftliches Studium mit Schwerpunkt Konsumgütermarketing an der Universität zu Köln. Abschluss 2006 als Diplom Kauffrau. Derzeit tätig im Print Production Management eines internationalen Unternehmens der Parfümbranche.


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Product Details
  • ISBN-13: 9783836651301
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 178 mm
  • ISBN-10: 3836651300
  • Publisher Date: 03 Apr 2009
  • Height: 254 mm
  • No of Pages: 82
  • Series Title: German
  • Weight: 209 gr


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