Einfluss von Produktpersonalisierungen auf das Konsumentenverhalten: Eine theoretische und empirische Analyse in der Lebensmittelindustrie
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Masterarbeit aus dem Jahr 2016 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Hochschule RheinMain (Wiesbaden Business School), Veranstaltung: Produktmanagement, Sprache: Deutsch, Abstract: Produktpersonalisierung ist die Antwort der Hersteller auf die gestiegenen Individualisierungsansprüche der Konsumenten und die verschärften Wettbewerbsbedingungen in gesättigten Märkten. Für viele Branchenexperten gilt die Individualisierung von Konsumgütern (Fast Moving Consumer Goods, FMCG) als Megatrend, der sich die kommenden Jahre noch verstärken wird. Obwohl die Möglichkeit der Produktpersonalisierung in Deutschland bereits seit vielen Jahren besteht, wurde der Einfluss auf das Konsumverhalten bisher in nur wenigen wissenschaftlichen Publikationen untersucht. Es liegen somit keine Studien vor, ob eine namentliche Personalisierung von Lebensmitteln - wie es Coca-Cola oder Nutella anbieten - von Konsumenten gewünscht oder gar präferiert wird. Ob damit ein ökonomischer Erfolg verbunden ist, kann lediglich auf Basis von Pressemitteilungen der Hersteller vermutet werden. Aus dem geschilderten Forschungsdefizit und dem dargestellten Trend zur wachsenden Bedeutung von Produktpersonalisierung leitet sich die Forschungsfrage dieser Arbeit ab. Es soll der Frage nachgegangen werden, welchen Einfluss personalisierte Produkte auf das Konsumentenverhalten haben. Im Speziellen wird dabei die Personalisierung der Verpackung von Lebensmittelprodukten durch einen individuellen Namen oder Kosenamen untersucht. Ziel ist es, den Einfluss der Personalisierungsoption auf ausgewählte Konstrukte des Konsumentenverhaltens zu untersuchen und damit erste Anhaltspunkte zum Schlie en der Forschungslücke zu liefern. Auf Basis der gewonnen Ergebnisse sowie anhand durchgeführter Experteninterviews werden anschlie end Implikationen für die Marketingforschung und -Praxis abgeleitet.
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