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Variety-Seeking-Behavior Im Konsumgüterbereich: Beeinflussungsmöglichkeiten Durch Marketinginstrumente by Bernd Helmig

Variety-Seeking-Behavior Im Konsumgüterbereich: Beeinflussungsmöglichkeiten Durch Marketinginstrumente

by Bernd Helmig
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Book cover type: Paperback
  • ISBN13: 9783409128308
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Publication Date:
  • Pages: 190
  • Original Price: EUR 46.72
  • Language: German
  • Edition: 1997
  • Item Weight: 264 grams
  • BISAC Subject(s): Economics / General

Auf der Basis des Optimum Stimulation Level und unter Einbeziehung der Erkenntnisse über kognitive Informationsverarbeitungsprozesse bei der Markenwahl untersucht Bernd Helmig die Determinanten des als Variety-seeking-behavior bezeichneten Phänomens des Markenwechselverhaltens der Konsumenten. Der Autor überprüft empirisch, inwieweit dieses Verhalten mit Hilfe der den Unternehmen zur Verfügung stehenden Marketinginstrumente beeinflu t werden kann. Die daraus resultierenden Erkenntnisse implizieren Handlungsempfehlungen für die Praxis.

Verzeichnis: Der Autor untersucht die Determinanten des als Variety-seeking-behavior bezeichneten Phänomens des Markenwechselverhaltens der Konsumenten. Er überprüft, inwieweit dieses Verhalten mit Hilfe der den Unternehmen zur Verfügung stehenden Marketinginstrumenten beeinflu t werden kann, und gibt Handlungsempfehlungen für die Praxis.

Dr. Bernd Helmig promovierte am Lehrstuhl von Professor Dr. Dieter K. Tscheulin der Universität Freiburg. Er arbeitet dort heute als wissenschaftlicher Mitarbeiter.

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