Markenwahrnehmung am Point-of-Sale by Daniel R. Schmutzer
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Markenwahrnehmung am Point-of-Sale

Markenwahrnehmung am Point-of-Sale


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About the Book

Der zentrale Themenkomplex dieser Studie ist die Konzeption und Durchführung einer Kundenbefragung in Getränkemärkten am Beispiel einer mittelständischen Brauerei zur deskriptiven Analyse des Imageeinflusses auf die Kaufentscheidung und möglicher zukünftiger Expansionschancen des mittelständischen Brauereiunternehmens in Familienbesitz. Das Buch beschreibt den kompletten Ablauf einer Verbraucherbefragung als Analysetool für marken- und sortimentspolitische Entscheidungen. Von grundlegenden Überlegungen wie den zu erhebenden Faktoren, der Auswahl der Befragungszielgruppe über die effiziente Gestaltung der Fragebögen und professionelle Durchführung der Befragung bis hin zur themenbezogenen Auswertung wird der gesamte Prozess abgebildet. Neben grundlegenden Analysen zum Konsumentenverhalten in der Getränkebranche im Hinblick auf die definierten Zielgruppen werden auch Rückschlüsse auf die tatsächliche Kundenwahrnehmung des Unternehmens als Traditions- und Familienbetrieb und deren Einfluss auf die Kaufentscheidung, die Akzeptanz aktueller Veränderungen im Produktportfolio und Produktdesign und den Kundenwunsch nach saisonalen Trenderfrischungsgetränken ermöglicht. Gezielte Befragungen in den Randbereichen des bestehenden Vertriebsgebiets als Grundlage für die Entscheidung hinsichtlich regionaler Expansion des Marktes fließen ebenfalls mit ein. Besonderes Augenmerk gilt auch dem Aufzeigen der bereits vorhandenen Bekanntheit des Unternehmens und eventuell bestehender regionaler Unterschiede und Tendenzen.
About the Author: Daniel R. Schmutzer, Dipl.-Bw. (FH), wurde 1982 in Hirschau/Obpf. geboren. Nach dem Abitur und einer abgeschlossenen Ausbildung zum Kaufmann für Grundstücks- und Wohnungswirtschaft (IHK) entschloss er sich, seine Kompetenz im Vertrieb durch ein Studium der Betriebswirtschaftslehre mit den Schwerpunkten Marketing und Logistik zu vertiefen. Den Diplomstudiengang schloss er im Jahr 2010 an der Hochschule für angewandte Wissenschaften in Weiden/Obpf. erfolgreich ab.


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Product Details
  • ISBN-13: 9783842857094
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 258 gr
  • ISBN-10: 3842857098
  • Publisher Date: 11 Apr 2011
  • Height: 254 mm
  • No of Pages: 112
  • Series Title: German
  • Sub Title: Konzeption, Durchführung und Auswertung einer Verbraucherbefragung für eine mittelständische Brauerei
  • Width: 178 mm


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