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Irreführende Preiswerbung

Irreführende Preiswerbung


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About the Book

Studienarbeit aus dem Jahr 2006 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Friedrich-Alexander-Universität Erlangen-Nürnberg, Sprache: Deutsch, Abstract: Im Wettbewerb kommt der Preiswerbung eine kaum zu unterschätzende Bedeutung zu. Schließlich stellt neben der Qualität der Ware regelmäßig der Preis mit seiner Signal- und Selektionsfunktion den wichtigsten Faktor bei der Beurteilung der Attraktivität des Angebots und damit bei der Kaufentscheidung des Kunden dar. So ergab eine Studie des Instituts für Handelsforschung an der Universität Köln im Jahr 2005, dass rund 70 Prozent der Konsumenten Wert darauf legen, in preisgünstigen Geschäften einzukaufen und sich hierbei mehr als jeder Zweite auf die Suche nach Sonderangeboten und Rabattaktionen begibt. Bemerkenswert ist allerdings, dass es nahezu der Hälfte der Konsumenten schwer fällt, eine richtige Beurteilung über die Preisgünstigkeit eines Geschäfts vorzunehmen, wenn dieses mit Aktionspreisen oder Rabatten wirbt. Dementsprechend groß ist das Bedürfnis der Unternehmen sich bei Werbeaktivitäten im Hinblick auf den Preis als leistungsfähiges Unternehmen zu präsentieren, mit dem Ziel, besonders in Zeiten des Massenwettbewerbs, die Verbraucher verstärkt anzusprechen und ihr Vertrauen für sich zu gewinnen um letztendlich ihre absatzpolitischen Ziele zu erreichen. Dass sich die Preiswerbung hierbei nicht immer innerhalb ihrer rechtlichen Grenzen bewegt, zeigt die Tatsache, dass ca. 65 Prozent der in den Jahren 2000 bis 2003 bei der Wettbewerbszentrale eingegangenen Beschwerden bezüglich unlauterer Methoden Irreführungen über den Preis zum Inhalt hatten. Während einige Anbieter bei dem Einsatz von Preiswerbung die Gefahr eines möglichen Verstoßes gegen das Wettbewerbsrecht mit einschlägigen Konsequenzen in Kauf nehmen, wird von anderen diese Gefahr zwar erkannt, jedoch zumeist unterschätzt. Im Folgenden soll nun die irreführende Preiswerbung inhaltlich präzisiert sowie, in Anbetracht der Vie


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Product Details
  • ISBN-13: 9783638803342
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3638803341
  • Publisher Date: 12 Sep 2007
  • Height: 210 mm
  • No of Pages: 80
  • Series Title: German
  • Weight: 168 gr


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