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Wahrnehmung, Einstellung und Kaufverhalten von KonsumentInnen in Bezug auf Handelsmarken by Stradner, Kathrin

Wahrnehmung, Einstellung und Kaufverhalten von KonsumentInnen in Bezug auf Handelsmarken

by Kathrin Stradner
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Book cover type: Paperback
  • ISBN13: 9783346021748
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 148
  • Original Price: USD 67.9
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 200 grams
  • BISAC Subject(s): General

Masterarbeit aus dem Jahr 2019 im Fachbereich BWL - Allgemeines, Note: 1,0, Ferdinand Porsche FernFH (Betriebswirtschaft & Wirtschaftspsychologie), Veranstaltung: Marketing, Sprache: Deutsch, Abstract: Um die Wahrnehmung, die Einstellung und das tatsächliche Kaufverhalten von KonsumentInnen in Bezug auf Handelsmarken zu erforschen, wurden dreizehn Leitfaden-gestützte Interviews geführt. Die Ergebnisse machen deutlich, dass es keine typischen Hersteller- oder Handelsmarken-KäuferInnen gibt, sondern dass, je nach persönlichen Vorlieben und genereller Relevanz beim Einkaufen, situativ zu Gunsten einer bestimmten Marke entschieden wird. In verschiedenen Produktkategorien existieren für ein und dieselbe Person jedoch sehr unterschiedliche Kriterien. Besonders den Bio-Handelsmarken wird eine gro e Bedeutung zugesprochen, aber auch die sogenannten Billigmarken genie en hohes Vertrauen, was das Preis-Leistungsverhältnis betrifft. Bei hedonistischen Lebensmittelprodukten, wie Sü igkeiten oder Soft-Drinks, besteht für Handelsmarken noch Aufholbedarf. Eigenmarken des Handels erfreuen sich bei KonsumentInnen zunehmender Beliebtheit. Die Einzelhandelsunternehmen stocken ihr Eigenmarkenportfolio mehr und mehr auf, um auf die Marktanforderungen und die Konsumentenbedürfnisse zu reagieren. Doch unklar bleibt, in welchen Kaufsituationen KonsumentInnen besonders gerne zu Handelsmarken greifen und in welchen Produktgruppen sie diese bevorzugen. Auch der Einfluss der Werbung in Bezug auf Handelsmarkenkäufe wirft Fragen auf, die es zu beantworten gilt.

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