Kaufmotive deutscher Konsumenten anhand der Luxusmarke Louis Vuitton
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Kaufmotive deutscher Konsumenten anhand der Luxusmarke Louis Vuitton

Kaufmotive deutscher Konsumenten anhand der Luxusmarke Louis Vuitton


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About the Book

Studienarbeit aus dem Jahr 2018 im Fachbereich Soziologie - Konsum und Werbung, Note: 1,3, Fachhochschule des Mittelstands, Sprache: Deutsch, Abstract: Die vorliegende Arbeit versucht die Frage, weshalb deutsche Konsumenten Luxusmarken kaufen, zu beantworten. "Starke Marken müssen nicht argumentativ überzeugen oder überreden, sie müssen sich nicht in unsere Köpfe drängen - sie ziehen uns einfach an.". Der Grund, aus dem Konsumenten Marken kaufen, ist folglich nicht leicht zu fassen. Die Wirkung von Marken wird nicht bemerkt, denn Marken wirken indirekt. So geben Konsumenten eher Produkteigenschafen eines Gutes, als die Marke als Kaufgrund an. Jedoch werden insbesondere Luxusmarken aufgrund ihres symbolischen Nutzens konsumiert: "[...] more than other products, luxury items are bought for what they mean, beyond what they are." Die Modemarke Louis Vuitton ist die stärkste Luxusmarke der Welt. Seitjeher gelten die Deutschen als Luxusmuffel. Die Affinität zum Luxus ist jedoch stetig steigend. So ist Louis Vuitton bei 77% der deutschen Bevölkerung ab 18 Jahren bekannt. Entscheidend für den Verkaufserfolg einer Luxusmarke wie Louis Vuitton ist, dass die Erfüllung eines Wunsches nach einem Luxusprodukt auf Gefühlsebene erfolgt. Um die Forschungsfrage zu beantworten, soll zunächst eine Definition des Luxusmarken-Begriffs und eine Eingrenzung des Konsumenten-Begriffs erfolgen. Neben der Entstehungsgeschichte Louis Vuittons wird das Identitätssystem betrachtet, um Rückschlüsse auf die Konsumenten-Marken Beziehung ziehen zu können. Auf Basis der Beziehung zwischen Konsumenten und Marke werden die unterschiedlichen Kaufmotive mit verschiedenen Funktionen für Luxuskonsumenten beleuchtet. Außerdem werden anhand der verschiedenen Motive die Auswirkungen auf das Preisempfinden erläutert. Im gesamten Verlauf der Arbeit werden die gewonnenen Erkenntnisse soweit wie möglich auf die Luxusmarke Louis Vuitton bezogen. Den Abschluss der wissenschaftlichen Arbeit bildet das Fazit.


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Product Details
  • ISBN-13: 9783346039392
  • Publisher: Grin Verlag
  • ISBN-10: 3346039390
  • Publisher Date: 19 Sep 2019


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