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Das mobile Suchverhalten der Generation Y by Anonym

Das mobile Suchverhalten der Generation Y

by Anonym
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Book cover type: Paperback
  • ISBN13: 9783346557858
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 102
  • Original Price: USD 67.5
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 146 grams
  • BISAC Subject(s): Marketing / General

Bachelorarbeit aus dem Jahr 2021 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Sprache: Deutsch, Abstract: Im Rahmen dieser Arbeit soll anhand einer empirischen Befragung untersucht werden, welche Suchmöglichkeit die Generation Y aktuell auf mobilen Endgeräten bei Onlinekäufen im Konsumgütersegment bevorzugt, wenn eine bewusste Kaufabsicht oder ein Kaufbedürfnis besteht und nach einem Produkt, einer Marke oder einem Shop gesucht wird. Dabei begrenzt sich die Forschung auf I-want-to-buy Suchanfragen, bei denen die Konsumenten eine Kaufintention verfolgen. Anlass zur Suche des Konsumenten sind hier die Wahl der Marke oder des Händlers, bei dem das Produkt erworben werden soll. Die reine Information- oder Inspirationssuche wird in dieser Untersuchung nicht einbezogen, da sich hier der Konsument im I-want-to-know Moment befindet. Es wird die Suche im Konsumgüterbereich nach den Kategorien "Kleidung/Schuhe/Accessoires", "Elektronik", "Möbel/ Haushaltswaren" und "Drogerieprodukte/Kosmetik" betrachtet. Es ergibt sich folgende Forschungsfrage, die im Zuge dieser Bachelorarbeit beantwortet werden soll: Welchen mobilen Suchweg wählt die Mehrheit der Generation Y in Deutschland bei Produkten aus dem Konsumgüterbereich bei einer Kaufintention? Anhand der Befragungsergebnisse werden Handlungsempfehlungen für die Marketing-Praxis für Unternehmen, die als Zielgruppe die Millennials haben, abgeleitet. Dabei wird beleuchtet, auf welchen Kanälen es für Unternehmen ratsam ist, in Marketing-Ma nahmen zu investieren und welche Suchwege in Zukunft von Bedeutung sein könnten.

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