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Konsumentennutzen & Heterogenitt
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Sina Kristin Unger untersucht anhand von zwei empirischen Studien, inwieweit sich Konsumentengeschlecht, nationale Kultur und Persnlichkeitsmerkmale als Kategorien fr die zielgruppenspezifische Konsumentenansprache eignen. Die Arbeit baut auf Erkenntnissen auf, wonach heterogene Konsumentenbedrfnisse Marken- und Produktprferenzen beeinflussen knnen. Beide Studien liefern konkrete Anhaltspunkte fr eine zielgruppenspezifische Konsumentenkommunikation.
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