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Herstellermarken versus Handelsmarken

Herstellermarken versus Handelsmarken


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About the Book

Inhaltsangabe: Zusammenfassung: Immer mehr Konsumenten lassen klassische Markenartikel (Herstellermarken) „links liegen" und greifen zu preiswerteren Handelsmarken. We want more for less! lautet die Hymne der Verbraucher. Längst ist allgemein bekannt, dass das einst geliebte Markenprodukt unter anderem Namen und in einer anderen Verpackung auch billiger im Discounter zu haben ist. Und nicht nur das; viel bedenklicher ist die Tatsache, dass der Handel stetig eigene Markensortimente ausbaut, diese günstiger mit annähernd gleicher Qualität anbietet und die Herstellermarken nicht nur im Preis zu überholen droht. Herstellermarken scheinen im Auge des Verbrauchers immer austauschbarer zu werden. Es sieht so aus, als würden die Handelsmarken Ihnen langsam aber sicher den Rang ablaufen. Schuld an dieser Entwicklung sind nicht nur die schwache Konjunktur, die ständig steigende Arbeitslosenquote, sinkende Löhne und Gehälter, sowie der Euro. Vielmehr scheinen sich die Verbraucher tatsächlich zu fragen, warum sie mehr Geld für die gleiche Leistung und Qualität ausgeben sollen. Warum die Herstellermarke „Nivea" kaufen, wenn die Handelsmarke „Balea" den gleichen Nutzen günstiger bietet? So lautet die Einstellung, die nicht nur im sozial schwachen Milieu vorzufinden ist, sondern sich mittlerweile in allen sozialen Schichten eingebürgert zu haben vermag und zudem auch noch äußerst schick ist. Discount ist sozusagen als Lifestyle etabliert. Der Trend heißt Geiz ist geil! oder auch Umsonst ist noch zu teuer! Aus diesem Grunde ist es auch nicht verwunderlich, dass laut Gesellschaft für Konsumforschung (GfK), der Anteil der Handelsmarken auf dem deutschen Markt allein im vergangenen Jahr um mehr als 10% auf rund 30% angestiegen ist. Und damit ist die Grenze, dem Anschein nach, noch nicht erreicht. „Der Marktanteil der Handelsmarken könnte in den nächsten 5 Jahren auf 60% steigen." Das wäre eine Verdopplung! Was hat den aktuellen Handelsmarkenboom ausgelöst? Mit welchen Gefahren is


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Product Details
  • ISBN-13: 9783838688039
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3838688031
  • Publisher Date: 09 Jun 2005
  • Height: 210 mm
  • No of Pages: 120
  • Series Title: German
  • Weight: 218 gr


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