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Effekt der Handelsmarken- und Sonderangebotspolitik auf das Einkaufsstättenwahlverhalten im Lebensmitteleinzelhandel
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ISBN10: 386746877X
ISBN13: 9783867468770
Publisher: Examicus Verlag
Published: Jul 20 2012
Pages: 140
Weight: 0.42
Height: 0.33 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783867468770
Publisher: Examicus Verlag
Published: Jul 20 2012
Pages: 140
Weight: 0.42
Height: 0.33 Width: 5.83 Depth: 8.27
Language: German
Diplomarbeit aus dem Jahr 2005 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1, FHWien der WKW, Sprache: Deutsch, Abstract: Abbildungs- und Tabellenverzeichnis 5 1 Einleitung 7 1.1 Ausgangspunkt der Arbeit und Gründe für die Problemstellung 9 1.2 Problemstellung und Ziel der Arbeit 10 1.3 Die Methodik ?Erhebung mit standardisiertem Fragebogen? 12 1.4 Struktur der Arbeit 12 2 Begriffsdefinitionen 14 2.1 Definition des Begriffes ?Marke? 14 2.2 Definition des Begriffes ?Handelsmarke? 19 2.3 Definition des Begriffes ?Sonderangebot? 20 2.4 Definition des Begriffes ?Handel? 22 3 Handelsmarke und Sonderangebot 39 3.1 Die Handelsmarke 39 3.2 Das Sonderangebot 57 4 Überleitung Theorie ? Empirie 68 4.1 Handelsmarken und Sonderangebote beeinflussen die Konsumentenbewegungen zwischen den verschiedenen Ketten im österreichischen Lebensmitteleinzelhandel 68 4.2 Verbinden Konsumenten heutzutage Markenartikel und Handelsmarken mit gleicher Qualität ? 69 4.3 Lassen sich die Konsumenten häufig durch den Preis überzeugen bzw. zum Kauf motivieren ? 70 4.4 Lassen sich Konsumenten von Handelsmarken und Sonderangeboten dazu motivieren, in einem bestimmten Geschäft einzukaufen ? 71 4.5 Schaffen es SPAR / Rewe durch die Handelsmarken- und Sonderangebotspolitik Kunden von Discountern wieder zurück zu gewinnen ? 73 5 Empirische Studie 75 5.1 Quantitative versus Qualitative Forschung 75 5.2 Die Erhebung mit standardisiertem Fragebogen 76 5.3 Der Fragebogen 76 5.4 Untersuchungsergebnisse 81 5.5 Zusammenfassung der Ergebnisse 111 6 Conclusio und Ausblick 114 Literaturverzeichnis 117 Anhang 125
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