Konsumentenverhalten deutscher und russischer Millennials. Interkulturelle Analyse in Bezug auf nachhaltig produzierte Lebensmittel
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Konsumentenverhalten deutscher und russischer Millennials. Interkulturelle Analyse in Bezug auf nachhaltig produzierte Lebensmittel

Konsumentenverhalten deutscher und russischer Millennials. Interkulturelle Analyse in Bezug auf nachhaltig produzierte Lebensmittel


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About the Book

Masterarbeit aus dem Jahr 2021 im Fachbereich BWL - Marktforschung, Note: 1.0, AKAD University, ehem. AKAD Fachhochschule Stuttgart, Sprache: Deutsch, Abstract: Das Hauptziel der vorliegenden Masterarbeit ist es, einen Einblick zu gewinnen, wie sich das Konsumentenverhalten der deutschen und russischen Millennials in Bezug auf nachhaltig produzierte Lebensmittel unterscheidet. Dafür wird im Rahmen einer empirischen Untersuchung eine Online-Befragung durchgeführt und quantitativ ausgewertet. Die Umfrage wird unter einer möglichst repräsentativen Stichprobe von mindestens 80 zufällig ausgewählten Millennials aus Deutschland und Russland durchgeführt und anhand deskriptiver statistischer Verfahren wie Häufigkeitsverteilungen sowie bivariater Datenauswertungsverfahren wie der Korrelationsanalyse in der Statistics Software R Version 3.6.3 (February 29, 2020) statistisch ausgewertet. Daraus sind entsprechende Schlussfolgerungen abzuleiten. Aus dem Hauptziel der Masterarbeit lassen sich folgende vier Unterziele ableiten: 1. Ausarbeitung und Erstellung eines aussagekräftigen und theoretisch fundierten Datenerhebungsinstrumentes. 2. Analyse der Häufigkeitsverteilung und der Neigung der Vertreter beider Kulturen zum Kauf von nachhaltig produzierten Lebensmitteln in Abhängigkeit von der Wohnortgröße, dem Nettoeinkommen und dem Ausbildungsniveau. 3. Beschreibung, Vergleich und Analyse des Konsumentenverhaltens der deutschen und russischen Millennials in Bezug auf den Kauf von nachhaltig produzierten Lebensmitteln anhand von konsumspezifischen Werten und den dazugehörigen Kulturdimensionen von Hofstede. 4. Korrelationsanalyse zwischen den kulturellen Werten von Schwartz und der Häufigkeit des Einkaufs von nachhaltig produzierten Lebensmitteln in Deutschland und Russland für die Prüfung von möglichen Wechselbeziehungen zwischen diesen zwei Parametern.


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Product Details
  • ISBN-13: 9783346804723
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 152
  • Spine Width: 9 mm
  • Width: 148 mm
  • ISBN-10: 3346804720
  • Publisher Date: 17 Jan 2023
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 258 gr


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