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Seniorenmarketing im Einzelhandel: Marketingstrategien zur Erhaltung und Neugewinnung von Kunden der Zielgruppe Best Ager by Fedorow, Ruslan

Seniorenmarketing im Einzelhandel: Marketingstrategien zur Erhaltung und Neugewinnung von Kunden der Zielgruppe Best Ager

by Ruslan Fedorow
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Book cover type: Paperback
  • ISBN13: 9783836697033
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplomica Verlag
  • Publisher Imprint: Diplomica Verlag
  • Publication Date:
  • Pages: 82
  • Original Price: USD 49.9
  • Language: German
  • Edition: N/A
  • Item Weight: 109 grams
  • BISAC Subject(s): Marketing / General

Aus demographischer Sicht wird die Bedeutung der Seniorengeneration für den Einzelhandel wachsen. Ihre relativ gro e und steigende Anzahl, die wirtschaftlich hohe Kaufkraft, ein ausgeprägtes Konsumverhalten und die relativ hohe Lebenserwartung sind signifikante Faktoren, die den Einzelhandel grundlegend prägen werden. Infolgedessen sind die Handelsunternehmen gezwungen, sich auf dem heterogenen Markt der Seniorengeneration erfolgreich zu profilieren. Mögliche Strategien sind das Integrations-, reine Senioren-, kommunizierte Senioren- und das verdeckte Seniorenmarketing sowie notwendige marketingpolitische Instrumente der Standortpolitik, Ladengestaltung und Warenpräsentation, der Produkt- und Preispolitik sowie der Kommunikations-, Sortiments- und Personalpolitik. Die Unternehmen des Einzelhandels können sich auf dem Seniorenmarkt durch Produkteigenschaften wie Qualität, Bequemlichkeit, einfache Bedienbarkeit, hervorragende Funktionalität und Langlebigkeit genauso wie durch einen sehr guten Service etablieren. Dabei sollten zum einen die komplexen Ansprüche der älteren Konsumenten, wie die Anzahl an Kundentoiletten und Sitzgelegenheiten, beachtet werden und zum anderen die erwarteten Kriterien zum Warensortiment, bestehend aus Produktfrische, Theken mit persönlicher Bedienung, genauer Kennzeichnung der Waren u. ä., erfüllt werden. Zusätzlich spielen die Einkaufsgewohnheiten der älteren Generation eine wichtige Rolle. Diese manifestieren sich vor allem in Besuchen von Einkaufsstätten, die mehrmals die Woche von den meisten Vertretern der älteren Konsumenten per Auto durchgeführt werden. Unter Berücksichtigung ihrer physischen und kognitiven Veränderungen, sollten Unternehmen des Einzelhandels bedenken, dass die körperlichen Funktionen im hohen Alter eingeschränkt sind, während die geistigen Fähigkeiten, wenn sie regelmä ig trainiert werden, zum grö ten Teil bis ins hohe Alter erhalten bleiben. Die Analysen, die in dieser Untersuchung durchgeführt wurden, sollen die

Ruslan Fedorow wurde 1982 in Kischinew/Moldawien geboren. Nach seinem Abitur und einer Ausbildung in modernem Gesang und Entertainment, absolvierte der Autor im Jahr 2010 erfolgreich, ein Studium der Betriebswirtschaft an der Fachhochschule Magdeburg-Stendal. Um seine Qualifikationen auch praktisch weiter auszubauen, engagierte sich der Autor u.a. beim Aufbau der Schule für darstellende Künste "Chorus-Akademie", die u.a. die Kundengruppe 50plus in modernem Gesang und Entertainment erfolgreich schult.

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