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Konsumentenverwirrtheit: Ansatzpunkte zur Operationalisierung und zur Berücksichtigung im Marketing-Management

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Fundierung des Marketing

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Zusammenfassung

Nahezu jeder Konsumgüterbereich ist heute durch ständige Produktneueinführungen, Produkthomogenisierung und ein Produkt- und Informationsüberangebot gekennzeichnet. Die Folge hiervon ist in vielen Fällen die Verwirrtheit der Konsumenten. Konsumentenverwirrtheit wurde bereits in zahlreichen Märkten und Segmenten identifiziert, wie z. B. im Computer- (vgl. Cahill 1995), Uhren- (vgl. Mitchell & Papavassilliou 1997) und Telekommunikationsmarkt (vgl. Turnbull, Leek & Ying 2000, Nanji & Parsons 1997, Nuki 1997); vor allem aber auch im Bereich der Fast Moving Consumer Goods, bspw. bei Lebensmitteln (vgl. Kapferer 1995a 1995b), Waschmitteln (Harrison 1995) und Handelsmarken (vgl. Loken, Ross & Hinkle 1986, Murphy 1997) sowie im Dienstleistungssektor (vgl. z. B. Berry & Yadav 1997, Ashton 1993, Brierley 1995). Aus Marketingsicht sind die mit Verwirrtheit assoziierten Konsequenzen von Bedeutung. In der Literatur finden sich u. a. Aussagen, die Konsumentenverwirrtheit in Beziehung setzen zu einem Aufschub oder Abbruch von Kaufentscheidungen (vgl. Mitchell & Papavassiliou 1999, S. 327), zu abnehmender Marken- und Geschäftsloyalität (vgl. z. B. Foxman, Muehling & Berger 1990 S. 171), zu negativer Mundwerbung (vgl. z. B. Turnbull, Leek & Ying 2000 S. 157) sowie zu einer Verwirrung anderer Konsumenten (vgl. z. B. Foxman, Berger & Cote 1992 S. 136).

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Authors
  1. Gianfranco Walsh
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  2. Klaus-Peter Wiedmann
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  3. Thorsten Hennig-Thurau
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Klaus-Peter Wiedmann

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© 2004 Deutscher Universitäts-Verlag/GWV Fachverlage GmbH, Wiesbaden

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Walsh, G., Wiedmann, KP., Hennig-Thurau, T. (2004). Konsumentenverwirrtheit: Ansatzpunkte zur Operationalisierung und zur Berücksichtigung im Marketing-Management. In: Wiedmann, KP. (eds) Fundierung des Marketing. Deutscher Universitätsverlag. https://doi.org/10.1007/978-3-322-81694-8_5

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  • DOI: https://doi.org/10.1007/978-3-322-81694-8_5

  • Publisher Name: Deutscher Universitätsverlag

  • Print ISBN: 978-3-8244-8035-7

  • Online ISBN: 978-3-322-81694-8

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