Determinanten der Einkaufsstättenwahl im Lebensmitteleinzelhandel: Eine qualitative Analyse

Name: Determinanten der Einkaufsstättenwahl im Lebensmitteleinzelhandel: Eine qualitative Analyse
Brand: Atlantic Books
SKU: 9783867467827
Price: 7868.0 INR
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by Sascha Hoffmann

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ISBN13: 9783867467827
Binding: Paperback
Subject: N/A
Publisher: Examicus Verlag
Publisher Imprint: Examicus Verlag
Publication Date: March 8, 2012
Pages: 186
Original Price: GBP 70.9
Language: German
Edition: N/A
Item Weight: 250 grams
BISAC Subject(s): Marketing / General

About The Book

Diplomarbeit aus dem Jahr 2004 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1.3, Universität Hamburg, Sprache: Deutsch, Abstract: Die vorliegende Diplomarbeit ist im betriebswirtschaftlichen Marketing angesiedelt. Untersuchungsobjekt sind die gegenwärtig vielfach zu beobachtenden Konsumverhaltensänderungen im deutschen Lebensmitteleinzelhandel (LEH). Ziel der Diplomarbeit ist es herauszufinden, welche Alternativen die unterschiedlichen Betriebsformen des LEHs besitzen, sich von ihren Konkurrenten abzugrenzen und sich mit einer Erfolg versprechenden Marktstrategie im Wettbewerb um die Verbraucher optimal zu positionieren. Dafür werden neben einer umfangreichen Betrachtung der potentiellen Differenzierungsmöglichkeiten von Einzelhändlern im LEH vor allem die Determinanten der Einkaufsstättenwahl von Konsumenten betrachtet. Eine durchgeführte empirische Untersuchung dient dazu, die in der Literatur gefundenen Zusammenhänge zu überprüfen sowie darüber hinaus die für das Einkaufsverhalten und die Einkaufsstättenwahl relevanten Ziele und Wertvorstellungen der Konsumenten zu identifizieren. Aktuelle Zeitungs- und Zeitschriftenüberschriften, wie "Das Zeitalter des Discounters - der schrittweise Abschied von Supermärkten und Markenartikeln?", "'Tante Emma' bald nur noch auf dem Land" oder "Lidl gewinnt, alle anderen verlieren", zeigen, dass der LEH derzeit in vielen Bereichen von einem massiven Umbruch gekennzeichnet ist. Der LEH, wie auch der Einzelhandel insgesamt haben sich in den vergangenen Jahren eindeutig von einem Verkäufer- hin zu einem Käufermarkt gewandelt. Konsumenten haben heute mehr denn je die Wahl zwischen einer Vielzahl von Einzelhandelsgeschäften und Betriebsformen, bei denen sie ihre Versorgungseinkäufe tätigen können. Untersuchungen haben ergeben, dass Verbraucher mittlerweile im Durchschnitt zehn bis vierzehn (sic!) unterschiedliche Geschäfte für ihre Versorgungseinkäufe aufsuchen. Damit verbunden hat sich auch das Einkaufsverhalten

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