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Zusammenfassung der Untersuchungsergebnisse

  • Chapter
Der Wert von Produktvielfalt

Auszug

Aus der Perspektive der Marketingtheorie stand eine übergeordnete Frage im Zentrum dieser Arbeit: Verbinden Konsumenten mit hoher Produktvielfalt negative Aspekte? Die Ergebnisse der Untersuchung lassen den Schluss zu, diese Frage mit JA zu beantworten: Aus Konsumentensicht hat Vielfalt nicht nur Vorteile, sondern auch Nachteile. Diese wurden als Kosten von Produktvielfalt bezeichnet und wirken sich negativ auf das Kaufverhalten und die dem Kauf nachgelagerten Evaluationsgrößen aus. Demnach kann hohe Vielfalt die Kaufintention sowie die Zufriedenheit des Entscheiders mit dem Kaufprozess reduzieren, die Entstehung kognitiver Dissonanz begünstigen und so die Produktzufriedenheit negativ beeinflussen. Letztlich kann hohe Vielfalt dazu fuhren, dass Konsumenten gegenüber Geschäften mit hoher Vielfalt illoyal werden.

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(2006). Zusammenfassung der Untersuchungsergebnisse. In: Riemenschneider, M. (eds) Der Wert von Produktvielfalt. DUV. https://doi.org/10.1007/978-3-8350-9132-0_6

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