Die Automobil-Kaufentscheidung
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Home > Business and Economics > Business and Management > Management and management techniques > Management decision making > Die Automobil-Kaufentscheidung: Ein Theoretischer Erklaerungsansatz Und Seine Empirische Ueberpruefung(33 Schriften Zu Marketing Und Management)
Die Automobil-Kaufentscheidung: Ein Theoretischer Erklaerungsansatz Und Seine Empirische Ueberpruefung(33 Schriften Zu Marketing Und Management)

Die Automobil-Kaufentscheidung: Ein Theoretischer Erklaerungsansatz Und Seine Empirische Ueberpruefung(33 Schriften Zu Marketing Und Management)


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About the Book

Wesentliche Voraussetzung für die Aufrechterhaltung der Wettbewerbsfähigkeit von Automobilherstellern und -händlern ist heute mehr denn je eine detaillierte Kenntnis über Einflußgrößen und Bestimmungsgründe des Kaufverhaltens von Automobilkäufern. Während in der Vergangenheit zumeist auf die Produktmerkmale eines Autos zur Verhaltenserklärung der Käufer zurückgegriffen wurde, knüpft die Arbeit an dieser Stelle an und entwickelt mit Rückgriff auf verhaltenswissenschaftliche und informationsökonomische Theorien ein umfassendes Erklärungsmodell der Automobil-Kaufentscheidung. Mittels eines kausalanalytischen Untersuchungsdesigns wird der Automobilkauf dabei nicht nur unter reinen Produktaspekten analysiert, sondern es wird auch dargestellt, welchen Einfluß z.B. der Autohändler und die Persönlichkeit des Konsumenten sowie unterschiedliche Informationsquellen auf die Markenwahl haben. Die Antworten auf diese und andere im Rahmen der Untersuchung aufgeworfene Fragen liefern neue Einsichten in Struktur und Ablauf des Automobil-Kaufentscheidungsprozesses und damit wertvolle Hinweise für eine marktorientierte Unternehmensführung von Automobilherstellern und -händlern.

About the Author :
Der Autor: Mark Unger, geboren 1964 in Bergisch-Gladbach, Studium in Paris, London, Saarbrücken und Trier. Von 1991 bis 1996 wissenschaftlicher Mitarbeiter am Lehrstuhl Wirtschaftsinformatik der Universität Trier, verschiedene Tätigkeiten als Unternehmensberater in der Automobilindustrie. Lebt heute in Frankfurt und ist als Finanzanalyst für eine internationale Privatbankgruppe tätig.


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Product Details
  • ISBN-13: 9783631321973
  • Publisher: Peter Lang AG
  • Publisher Imprint: Peter Lang AG
  • Language: German
  • Returnable: N
  • Sub Title: Ein Theoretischer Erklaerungsansatz Und Seine Empirische Ueberpruefung
  • ISBN-10: 363132197X
  • Publisher Date: 01 Feb 1998
  • Binding: Paperback
  • No of Pages: 291
  • Series Title: 33 Schriften Zu Marketing Und Management


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Die Automobil-Kaufentscheidung: Ein Theoretischer Erklaerungsansatz Und Seine Empirische Ueberpruefung(33 Schriften Zu Marketing Und Management)
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