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Der Seniorenmarkt - Zielgruppe für den Handel by Reinhold, Katja

Der Seniorenmarkt - Zielgruppe für den Handel

by Katja Reinhold
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Book cover type: Paperback
  • ISBN13: 9783638925990
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 24
  • Original Price: USD 26.9
  • Language: German
  • Edition: N/A
  • Item Weight: 46 grams
  • BISAC Subject(s): Management

Studienarbeit aus dem Jahr 2006 im Fachbereich BWL - Handel und Distribution, Note: 1,7, Fachhochschule Erfurt, Veranstaltung: Vertriebs- und Handelsmanagement, Sprache: Deutsch, Abstract: Das Gleichgewicht zwischen jungen Heranwachsenden und der �lteren Generation ver�ndert sich zusehends. Die durchschnittliche Lebenserwartung erh�ht sich st�ndig wodurch der Anteil �lterer Menschen in der Bev�lkerung w�chst. Entsprechende Statistiken und Prognosen �ber die demographische Entwicklung der Gesamtbev�lkerung belegen dies. W�hrend 2003 das Durchschnittsalter in Th�ringen bei 43, 2 Jahren lag, soll es 2020 bereits einen Wert von 48, 3 Jahren erreicht haben, Tendenz steigend . Dieser Trend vollzieht sich weltweit, wobei jedoch zu Beachten ist, dass dies besonders in den westlichen Industriel�ndern oft mit einem Bev�lkerungsr�ckgang einhergeht. Im Jahr 2030 wird voraussichtlich ein Drittel der Bev�lkerung Deutschlands 60 Jahre und �lter sein. Bereits heute ist jeder dritte Deutsche �ber f�nfzig. Aufgrund der h�heren Lebenserwartung und der Weltkriege ist der Anteil der Frauen dabei h�her als der der M�nner. Dieser Wandel l�sst deutlich werden, dass die Senioren zu einer immer wichtigeren Zielgruppe f�r die Wirtschaft werden. Daraus ergibt sich zwangsl�ufig die Notwendigkeit f�r Unternehmen, diese Zielgruppe in ihren Eigenschaften und Besonderheiten zu identifizieren und eine intelligente Ausrichtung auf die W�nsche und Bed�rfnisse �lterer Konsumenten vorzunehmen. Diese Arbeit besch�ftigt sich mit der Einsch�tzung des K�uferverhaltens der Zielgruppe Senioren sowie den daraus erwachsenden M�glichkeiten f�r den Handel. Dabei werden die besonderen Anforderungen der Zielgruppe ber�cksichtigt und es wird auf Einflussm�glichkeiten seitens des Handels n�her eingegangen. Anhand von Beispielen sollen die einzelnen Teilbereiche verdeutlicht werden.

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