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Means-End-Chain-Analyse und Laddering-Technik

Means-End-Chain-Analyse und Laddering-Technik


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About the Book

Studienarbeit aus dem Jahr 2014 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, German open Business School - Hochschule für Wirtschaft und Verwaltung, Sprache: Deutsch, Abstract: Das Ziel dieser Arbeit ist es, die MEC-Theorie und die dazugehörige Laddering-Technik zu erläutern. Das zweite Kapitel stellt das MEC-Modell mit seinen drei Ebenen Attribute, Konsequenzen bzw. Nutzenkomponente und Werte vor. Wie diese Elemente mithilfe der Laddering-Technik empirisch ermittelt werden, ist Gegenstand des dritten Teils. Im vierten Kapitel soll aufgezeigt werden, wie die MEC genutzt werden kann, um produktpolitische Maßnahmen zu entwickeln. Täglich treffen wir unzählige Entscheidungen, wenn wir konsumieren. Doch warum kaufen wir, was wir kaufen? Welche Ziele liegen unserem Konsum zugrunde? Der rationale Mensch, der nur aufgrund vernünftiger Überlegungen Handlungsalternativen trifft, existiert nicht. Konsum dient nicht nur zur Bedürfnisbefriedigung im funktionalen Sinne, sondern spiegelt auch Werte und Lebensziele wider. So ist der Homo oeconomicus schon seit langem nur noch eine Utopie. Kaufentscheidungen werden vielmehr durch "Wenn-dann-Verknüpfungen" bestimmt, die wiederum durch subjektive Werte und Lebensziele beeinflusst werden. Um die Faktoren, die auf die Entscheidungsfindungen Einfluss nehmen, aufzuzeigen und zu erklären, wurden in der Kognitionspsychologie verschiedene Modelle entwickelt. Eine Methode, die Kaufmotive aufzudecken, ist das Means-End-Chains-Modell (MEC-Modell). Die Theorie dazu wurde 1982 von Gutman entwickelt und besagt, dass ein spezifisches Produkt als Mittel ("mean") dient, um ein bestimmtes Ziel ("end") zu erfül-len. Basierend auf dem MEC-Modell entstand die Laddering-Technik. Laddering ist eine qualitative Interviewtechnik, mit der durch gezieltes Nachfragen die Kaufmotive aufgedeckt werden sollen - beginnend von der untersten konkreten Ebene der Produktei-genschaften bis hin zur obersten abstrakten Ebene der persönliche


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Product Details
  • ISBN-13: 9783656664406
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Weight: 109 gr
  • ISBN-10: 3656664404
  • Publisher Date: 16 Jun 2014
  • Height: 210 mm
  • No of Pages: 36
  • Series Title: German
  • Sub Title: Aufdeckung von Kaufmotiven
  • Width: 148 mm


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