Konsumentenverwirrtheit by Gregor Kurten at Bookstore UAE
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Konsumentenverwirrtheit

Konsumentenverwirrtheit


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About the Book

Inhaltsangabe: Einleitung: Das Phänomen der Konsumentenverwirrtheit wird in der deutschsprachigen Marketingforschung erst seit wenigen Jahren thematisiert. Es ist kein völlig neues Konstrukt aber bisher unzureichend empirisch erforscht und es herrscht noch Uneinigkeit über das Konzept. Konsumentenverwirrtheit äußert sich durch ein Versagen des Konsumenten, während des Kaufentscheidungsprozesses eine korrekte Interpretation eines Produktes oder einer Dienstleistung zu entwickeln und kann zu suboptimalen Kaufentscheidungen führen. Bisher sind vornehmlich die produktbezogenen und umweltbezogenen Einflüsse auf die Entstehung von Konsumentenverwirrtheit untersucht worden. Personenspezifischen Einflussfaktoren ist weniger Aufmerksamkeit zuteil geworden. Die Arbeit stellt das noch recht neue Konstrukt Konsumentenverwirrtheit vor, ordnet die unterschiedlichen Einflussfaktoren und untersucht im Rahmen eines Kausalmodells die Rolle des Involvements, des Produktwissens und der soziodemografischen Merkmale Alter, Geschlecht und Bildung. Hierfür wurden 271 Personen online zum Thema „Digitalkameras" befragt. Problemstellung: Für jedes Unternehmen stellt sich die Aufgabe, seine Position gegen andere Unternehmen zu behaupten. In einer Wettbewerbswirtschaft ist es dazu nötig, eine Standardleistung zum geringstmöglichen Preis anzubieten oder aber eine überlegene Leistung anzubieten, die in der ganzen Branche als einzigartig angesehen wird. Dieser Herausforderung begegnen die Unternehmen auf der Absatzseite durch aktives Marketing, insbesondere durch Produktpolitik, die neue Leistungen für den Kunden schafft und durch Maßnahmen der Kommunikationspolitik, die gegenüber dem Kunden die eigenen Leistungen gegen die der Wettbewerber abgrenzt und den besonderen Nutzen für den Kunden deutlich herausstellt. Paradoxerweise führen aber gerade diese Bemühungen der Unternehmen, bei genauerer Betrachtung, zu unerwünschten Wirkungen. Gegenüber dem Jahr 1998 hat sich der Bestand allein bei


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Product Details
  • ISBN-13: 9783838694429
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3838694422
  • Publisher Date: 16 Mar 2006
  • Height: 210 mm
  • No of Pages: 104
  • Series Title: German
  • Weight: 199 gr


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