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Kaufmotive und Kaufbarrieren im stationären Buchhandel sowie Onlinehandel by Von Westerheide, Maximilian

Kaufmotive und Kaufbarrieren im stationären Buchhandel sowie Onlinehandel

by Maximilian Von Westerheide
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Book cover type: Paperback
  • ISBN13: 9783346052391
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 48
  • Original Price: USD 39.5
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 73 grams
  • BISAC Subject(s): Marketing / General

Bachelorarbeit aus dem Jahr 2017 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Universität des Saarlandes (IKV), Veranstaltung: Marketingmanagement, Sprache: Deutsch, Abstract: Jeder Konsument wird täglich mit Situationen, welche Entscheidungen verlangen konfrontiert, wie beispielsweise die solche, ein Produkt zu kaufen oder nicht. Mit Beginn des Internets und des intensiven Ausbaus des Onlinehandels wird der Kunde von heute mehrmals täglich vor solche Kaufentscheidungen gestellt. Jedoch muss er nicht nur entscheiden, ob er das Produkt käuflich erwirbt oder nicht, sondern es geht vielmehr darum, bei welchen Anbieter er es zu welchen Konditionen erwirbt. Diese Arbeit beschäftigt sich neben den Motiven und Barrieren, die den Kunden in seinem Entscheidungsprozess beeinflussen auch welchen Einfluss der Handel in diesem Prozess einnimmt, welche Aktionen sich umsatzsteigernd auswirken und welche den Umsatz schmälern. Ziel dieser Arbeit ist die wissenschaftliche Auseinandersetzung über die Kaufentscheidung bzw. Kaufverweigerung von Kunden im Bereich des Buchhandels. Der Kaufprozess ist ein sehr komplexer und von vielen objektiven und subjektiven Faktoren beeinflusster Prozess. Mit dieser Arbeit möchte ich versuchen diesen Prozess, anhand einzelner ausgewählter Beispiele, zu erläutern. Der erste Teil dieser Thesis wird dem Leser einen allgemeinen Überblick über den stationären, sowie den online Handel geben. Zu Beginn wird die Entwicklung beider Wirtschaftsbereiche im Zeitverlauf der letzten beiden Dekaden dargestellt, um den Leser ein Basiswissen von online und stationärem Handel zu vermitteln. Im zweiten Drittel konzentriert sich diese Arbeit auf speziell ausgewählte Beispiele aus der Praxis, welche erklären sollen, weshalb ein Kunde sich für oder gegen einen Kauf im stationären Buchhandel entscheidet. Ebenso wird der Online Buchhandel auf diese Kaufentscheidungsprozesse untersucht. Im letzten Drittel fasst diese Arbeit die gewonnen Informationen zu

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