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Shopping Enjoyment. Determinanten des Kundenverhaltens im Facheinzelhandel by Anonym

Shopping Enjoyment. Determinanten des Kundenverhaltens im Facheinzelhandel

by Anonym
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Book cover type: Paperback
  • ISBN13: 9783668904491
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 26
  • Original Price: USD 26.9
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 46 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2014 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, Düsseldorf früher Fachhochschule, Sprache: Deutsch, Abstract: Durch die Globalisierung haben sich die Auswahlmöglichkeiten für Kunden enorm erweitert, da sie nun Zugang zu Geschäften auf der ganzen Welt haben. Jedoch führen diese Möglichkeiten auch zu Stress, da der Kunde sich zwischen vielen verschiedenen Angeboten entscheiden muss. Für Unternehmen stellt sich damit die Frage, wie sie sich im Geschäfts- und Markendschungel von der Masse abheben können. In dieser Arbeit wird daher erläutert, welche Methoden Handelshäuser einsetzen um das Einkaufserlebnis der Kunden einzigartig zu gestalten. Zunächst werden dazu die theoretischen Grundlagen des Shopping Enjoyments erläutert. Anschlie end wird anhand von drei Beispielen gezeigt, wie Marketingmanager von Handelshäusern versuchen, ihren Kunden eine angenehme Einkaufsatmosphäre zu schaffen um sie zum Einkauf zu animieren. Die erarbeiteten Grundlagen werden schlie lich auf ein Praxisbeispiel übertragen. Es folgt eine Unternehmensvorstellung von Abercrombie & Fitch inklusive einer Präsentation ihres Geschäftskonzeptes.

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