Optimierungsansätze im Lebensmitteleinzelhandel. Kundenerwartungen und deren Erfüllung
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Studienarbeit aus dem Jahr 2022 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, FOM Essen, Hochschule für Oekonomie & Management gemeinnützige GmbH, Hochschulleitung Essen früher Fachhochschule, Sprache: Deutsch, Abstract: Die Arbeit betrachtet ausschlie lich den Lebensmitteleinzelhandel und untersucht, welches die besten Optimierungsansätze in diesem Bereich sind. Dies geschieht vor dem Hintergrund der Kundenerwartungen und deren Erfüllung. Inhalt dieser Ausarbeitung ist zunächst die grobe Erklärung des theoretischen Hintergrunds, sowie dem aktuellen Stand der Forschung. Daraufhin folgt eine zusammengefasste Beschreibung des hypothetischen Modells sowie des Untersuchungsdesigns. Anschlie end wird die Messung mit der Means-End Theory of Complex Cognitive Structures erklärt. Daraufhin werden die Ergebnisse der Untersuchung dargestellt und interpretiert. Abschlie end folgen die Limitationen der Untersuchung. In Deutschland besteht momentan keine Lebensmittelknappheit, weshalb die Ernährung nach den persönlichen Vorlieben eines jeden gestaltet wird. Die Bedeutung des Essens hat sich von der Notwendigkeit des Überlebens zu einem Instrument der Selbstverwirklichung verschoben. Demnach ist auch das Kaufverhalten der Kunden viel individueller und experimentierfreudiger geworden und hat sich bis zur heutigen Zeit sehr stark verändert. Dies bedeutet für die Lebensmitteleinzelhändler ein steigender Leistungsdruck um die Kunden zufriedenzustellen. Nach Daten des Jahres 2020 gibt es in Deutschland 16.765 Lebensmitteleinzelhändler. Daraus schlie t sich, dass ein gro er Wettbewerb zwischen den einzelnen Unternehmen herrscht. Es besteht ein ständiger Kampf um eine immer weiter steigende Anzahl an Produkten zu immer niedrigeren Preisen. All jene angebotene Produkte werden substituierbarer. Lebensmitteleinzelhändler müssen trotz dieser erschwerten Bedingungen konkurrenzfähig bleiben. Um dies zu erreichen, steht der Konsument im Fokus. Es ist wichtig das K
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