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Die Wirkungsweise von Preisgarantien auf das Einkaufsstättenwahlverhalten von Konsumenten: Eine empirische Analyse by Schmid, Christian

Die Wirkungsweise von Preisgarantien auf das Einkaufsstättenwahlverhalten von Konsumenten: Eine empirische Analyse

by Christian Schmid
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Book cover type: Paperback
  • ISBN13: 9783838610689
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplom.de
  • Publisher Imprint: Diplom.de
  • Publication Date:
  • Pages: 192
  • Original Price: GBP 104.5
  • Language: German
  • Edition: N/A
  • Item Weight: 259 grams
  • BISAC Subject(s): Management

Inhaltsangabe: Gang der Untersuchung: Das primäre Ziel dieser Arbeit ist es, eine Theorie bezüglich der Wirkungsweise von Preisgarantien auf das Einkaufsstättenwahlverhalten von Konsumenten aufzubauen. Dies soll auf Basis unterschiedlicher theoretischer mikroökonomischer und verhaltenswissenschaftlicher Ansätze bewerkstelligt werden. Daran anschlie end wird die empirische Erklärungskraft eines Modells, das einen Ausschnitt dieser Theorie darstellt, überprüft. Im einzelnen sollen folgenden forschungsleitenden Fragen im Rahmen dieser Arbeit beantwortet werden: Ist es für ein Einzelhandelsunternehmen sinnvoll seine Einkaufsstätten mit Preisgarantien auszustatten? Welche Grö en beeinflussen das Konsumentenurteil über die Bedeutung von Preisgarantien als präferenzsteigerndes Merkmal einer Einkaufsstätte? Gibt es signifikante Unterschiede hinsichtlich der Wirkungsintensität von Preisgarantien in unterschiedlichen Einkaufssituationen, wie etwa High-Involvement-Kauf versus Low-Involvement-Kauf? Wie gro ist die relative Wichtigkeit (Bedeutung) des Merkmals Preisgarantie im Verhältnis zu anderen Merkmalen einer Einkaufsstätte bezüglich der Präferenzentwicklung für eine Einkaufsstätte? Leisten unterschiedliche Ausprägungen des Merkmals Preisgarantie (Preiserlassungsgarantie vs. Geld-zurück-Garantie) aus Konsumentensicht einen unterschiedlich gro en Beitrag zum Gesamtnutzen einer Einkaufsstätte? Zur Klärung dieser Fragen wurden im ersten Kapitel zunächst einige begriffliche Abgrenzung zum Thema Preisgarantien vorgenommen. Kapitel zwei beschäftigt sich ausführlich mit der Herleitung einer erklärenden Theorie bezüglich der Wirkungsweise von Preisgarantien auf das Einkaufsstättenwahlverhalten von Konsumenten. Hierbei werden unterschiedliche theoretische Ansätze aus der Mikroökonomik und aus der Marketingwissenschaft zu einem theoretischen Gesamtmodell verknüpft. Daran anschlie end wird in Kapitel drei kurz der Stand der empirischen Forschung zum Themenkomplex Preisgarant

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