Seniorenhandys Book by Ines Geringer - Bookswagon
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Seniorenhandys

Seniorenhandys


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About the Book

Im Jahr 2006 wurden zwei seniorengerechte konzipierte Mobiltelefone in Österreichs Handygeschäften auf den Markt gebracht: das "Emporia Life" und das "Katharina das Große". Dabei stellte sich nicht nur die Frage, inwieweit diese neuartigen Geräte den Bedürfnissen der älteren Generation tatsächlich entgegenkommen, sondern es gilt in diesem Zusammenhang auch folgendes herauszufinden: Wie müssen die Informationskanäle und die Werbung für diese Modelle aufgebaut sein, damit die Älteren auch tatsächlich davon erfahren? Und wenn sich ein Senior letztlich für ein solches Mobiltelefon interessiert: In welcher Art von Handygeschäft würden Senioren ihre Mobiltelefone dann bevorzugt einzukaufen versuchen? Mit der vorliegenden wissenschaftlichen Arbeit wurden also die von dieser Altersgruppe als wichtig wahrgenommenen Anforderungen bezüglich geeigneter Mobiltelefone, ihrer Werbung und ihrer Vertriebswege erforscht. Dies erfolgte im Frühjahr 2007 anhand einer österreichweiten direkten und anonymen Befragung von rund 220 Probanden aus der Zielgruppe 60plus. In dieser Befragung wurden folgende Themen behandelt: die Produktpräferenzen, die Informationsbeschaffung, das Einkaufsverhalten, die Preisbereitschaft sowie die Ansprüche an Serviceleistungen und an die Werbung, wobei auch die Resonanz auf den Label "Seniorenhandy" wissenschaftlich erhoben wurde. Eine Conjoint-Analyse stellt die kaufentscheidenden Zusammenhänge zwischen Marke, Bauart des Produkts, Serviceleistungen und Preis dar. Sind in den journalistischen Berichterstattungen die Stimmen derjenigen stark, die ein einfaches, stark simplifiziertes Mobiltelefon für Ältere verlangen, so bringt die Studie die tatsächlichen - und durchaus überraschenden - Bedürfnisse der Zielgruppe hervor. Neben der Erkenntnis über die Ansprüche an das Handy, seine Werbung und seine Vertriebswege konnte im Verlauf der Studie jedoch ein anderes, im Vertrieb von Mobiltelefonen weit wesentlicheres Kundenbedürfnis der Älteren festgestellt werden, wel
About the Author: Ines Geringer, ausgebildete Ingenieurin für Kunststofftechnik, Wirtschaftsstudium an der Fachhochschule Wien - Fachrichtung Unternehmensführung und Management, Abschluss 2007, derzeit tätig als Produktentwicklerin für Kunststoffteile im Bereich Consumer Electronics, Automotive, Haushaltsgeräte und Verpackungen.


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Product Details
  • ISBN-13: 9783836655217
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 14 mm
  • Weight: 503 gr
  • ISBN-10: 3836655217
  • Publisher Date: 14 Jan 2008
  • Height: 254 mm
  • No of Pages: 258
  • Series Title: German
  • Sub Title: Seniorenhandys
  • Width: 178 mm


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