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The increasing awareness of products as well as the fast access to comparison methods makes it easy for customers to select the goods with the most value to them. The understanding of customers’ preferences therefore is of increasing importance.
This thesis deals with the measurement of preferences according to specific customer groups in foreign markets. For this reason, a model with the consideration of customers’ behaviour and cultural values, as well as the existing and defined attribute of the analysed product has been created. The defined goals of the company Nextsense are the generation of new product ideas as well as new branches for possible market entries.
The first chapters build the theoretical base for the model and cover the elements of organisational buying behaviour as well as the introduction of several preference measurement methods. Furthermore, a strong emphasis on the creation of fictive archetypes of customers, the personas, has been made. The theoretical section of the thesis is concluded by the model in theory, which tries to function as a guide for the practical application.
The empirical part, beginning with chapter 6, focuses on the development and application of the created model. With the practical description of the templates, which are created in Microsoft Excel, the thesis supports the company to implement the model. As a practical example an attempt has been made to identify a set of preferred attributes for Nextsense’s product CALIPRI C10 in the American automotive industry.
Chapter 9 reflects the empirical part and proved the applicability of the model. However, the critical point of measuring preferences requires continuous monitoring due to the dynamic characteristics and the consideration of a bigger sample size is recommended in order to deliver more accurate information about the customer. Nevertheless, the model supports the targets of Nextsense and provided product ideas out of the elicitation of customers’ data. Further recommendations referring to the application and monitoring of the model conclude the final chapters of the thesis.