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Erfolg der Handels-Betriebsformen im internationalen Vergleich - Ein kundenpräferenzbasierter Erklärungsansatz am Beispiel des Lebensmitteleinzelhandels in Deutschland und Frankreich


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  • Bosshammer, Hendrik
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    Vor dem Hintergrund stark unterschiedlicher Markstellungen von Betriebsformen im europäischen Lebensmitteleinzelhandel begründet diese Untersuchung die nationalen Marktdivergenzen durch unterschiedliche Kundenpräferenzen. Basierend auf dem Präferenzkonzept zeigen die Ergebnisse einer Conjoint-Analyse signifikant unterschiedliche nationale Kundenpräferenzen auf. Eine Gegenüberstellung der Präferenzdaten mit den nationalen Betriebsformmarktanteilen unterstützt die Hypothese eines Zusammenhangs. Der Beitrag der Untersuchung besteht daher in einem verbesserten Verständnis der kundenbezogenen Faktoren, die die nationalen Betriebsformmarktanteile bedingen sowie im Ableiten von Handlungsimplikationen für Lebensmitteleinzelhändler um die Betriebsformen der Kundenpräferenzstruktur im Markt besser anzupassen. -- Given dissimilar market positions of grocery retail formats across Europe, this study links these differences to diverse consumer preferences. Based on the preference concept, data from a conjoint analysis survey among 440 customers in France and Germany indicates significantly different national preferences for retail format features. A comparison of preference data and the national market shares of different retail formats shows evidence for the hypothesized relationship. The contribution of the research findings is therefore to improve the understanding of consumer related factors influencing national market success of different retail formats and to derive implications for grocery retailers to better adapt their formats to the market preference structure.

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    This book is provided by ZBW - German National Library of Economics in its series EconStor Theses with number 44594 and published in 2011.

    Handle: RePEc:zbw:esthes:44594

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    Keywords: Betriebsformen; Lebensmitteleinzelhandel; Formatstruktur;

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