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Die Analyse der Preiswirkung auf die Markenwahl

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Springer Nature
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GTIN
9783824477081
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Product Description

Die Relevanz des Kaufverhaltens zur Festlegung der korrekten Preispolitik ist der Marketing-Forschung seit langem bekannt. Die in den Modellen der konometrie in der Regel verwendete rein rationale Betrachtungsweise der Konsumenten wird jedoch durch zahlreiche psychologische Experimente widerlegt. Yasemin Boztug untersucht den Einfluss des Preises auf die Markenwahl und zeigt, welche Kaufverhaltenstheorie am Besten geeignet ist, das reale Konsumentenverhalten abzubilden. In ihren Analysen ergnzt die Autorin den absoluten Einfluss des Preises um eine relative Gre, die Differenz des Referenzpreises zum absoluten Preis. Sie berprft empirisch unterschiedliche psychologische Modelle der Referenzpreismethodik mit parametrischen und nichtparametrischen Anstzen und belegt ihre Hypothese fr ein heterogenes Verhalten in den verschiedenen Konsumentensegmenten.

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