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Ethnomarketing: Die Bedeutung der Kultur für das Konsumentenverhalten ethnischer Gruppen by Brauer, Benjamin

Ethnomarketing: Die Bedeutung der Kultur für das Konsumentenverhalten ethnischer Gruppen

by Benjamin Brauer
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Book cover type: Paperback
  • ISBN13: 9783638653022
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 56
  • Original Price: USD 26.9
  • Language: German
  • Edition: N/A
  • Item Weight: 87 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2004 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Europa-Universität Viadrina Frankfurt (Oder) (Lehrstuhl für Allgemeine Betriebswirtschaftslehre), Veranstaltung: Seminar zum Thema Kundensegmentierung, Sprache: Deutsch, Abstract: Die Ehtnischen Minderheiten in Deutschland werden mit zunehmender Personenzahl und wirtschaftlicher Bedeutung eine interessante Zielgruppe für die Konsumgüterindustrie. Bisher wurde diese Zielgruppe nur von wenigen Unternehmen in Deutschland gezielt angesprochen. Dies ist auch auf das noch geringe Wissen der Marketing-Experten über die Besonderheiten des Konsumentenverhaltens von ethnischen Gruppen zurückzuführen. Diese Arbeit soll dazu beitragen dieses Wissen zu erweitern. Im Kontext des Konsumentenverhaltens ethnischer Gruppen ist die Kultur als Einflussfaktor von besonderer Bedeutung. Die bisherigen empirischen Ergebnisse zum Konsumentenverhalten von ethnischen Gruppen werden in dieser Arbeit in den Kontext systematisch eingeordnet. Dabei werden praktische Beispiele für deren Relevanz aus dem Alltag ethnischer Gruppen in Deutschland behandelt. Zum Abschluss wird aufgezeigt wie ein zielgruppenspezifisches Marketing diese Ergebnisse in der Praxis anwenden kann.

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