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2016 | OriginalPaper | Chapter

6. Kaufverhalten

Author: Anders Parment

Published in: Die Zukunft des Autohandels

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Verbraucher wollen ihre Kaufkraft nutzen, um Nachhaltigkeit zu befördern. Autokäufer wollen jünger sein, als sie sind, was eine emotionale Orientierung impliziert. Kundenzufriedenheitsuntersuchungen verärgern die Kunden, denn sie hinterlassen einen nervösen Eindruck und sind kostspielig.
Footnotes
1
Die Studie wurde im Juli 2013 durchgeführt. Seitdem kann sich natürlich einiges verändert haben, hinzu kommt, dass Fragebögen selten das Gesamtbild widerspiegeln. Andere Ergebnisse, die in diesem Buch kommuniziert werden – die schlechten Erfolge von Versuchen, Autos online zu verkaufen, und die über die Zeit kaum veränderten Auffassungen von Online-Kauf –, geben kaum Anlass zu glauben, dass die Ergebnisse der Studie heute ganz anders wären. Laut Capgeminis Autokaufstudie 2014 und 2015 können sich wie schon erwähnt, 44 % vorstellen, online zu kaufen. In der Capgemini Autokäuferstudie 2008/2009 waren es ebenfalls 44 %.
 
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Metadata
Title
Kaufverhalten
Author
Anders Parment
Copyright Year
2016
DOI
https://doi.org/10.1007/978-3-658-07887-4_6