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Product Description In Deutschland ist seit dem Aufkommen der Rinderkrankheit BSE ein dramatischer Rckgang des Rindfleischverbrauchs zu beobachten. Die zwischenzeitlich ergriffenen Manahmen zur Stimulierung des ProKopfVerbrauchs von Rindfleisch wie z.B. der Aufbau neuer Qualitts und Gtezeichen erwiesen sich bisher als wenig erfolgreich. Fr die zielgerichtete Ausgestaltung insbesondere kommunikativer Manahmen ist das Wissen ber mgliche Einflugren und deren Wirkungen auf das Kaufverhalten von Konsumenten von groer Bedeutung. In dieser Arbeit erfolgt daher eine umfassende Analyse des Konsumentenverhaltens mit Hilfe des Involvementkonstrukts. Die hier vorgestellten Untersuchungsergebnisse zeigen deutlich, da fr eine erfolgreiche Ansprache gering und hoch involvierter Konsumenten eine unterschiedliche Ausgestaltung der kommunikationspolitischen Manahmen erforderlich ist. About the Author Der Autor: Ferdinand Schulz, geboren 1964, 19851988 Berufsakademie Stuttgart (Siemens AG, Dipl.Betriebswirt (BA)), 19881993 Studium der Wirtschaftswissenschaften an der Universitt Hohenheim (Dipl. oec.), 19931995 Wissenschaftlicher Angestellter am Institut fr Agrarpolitik und Landwirtschaftliche Marktlehre der Universitt Hohenheim.
⚠️ WARNING (California Proposition 65):
This product may contain chemicals known to the State of California to cause cancer,
birth defects, or other reproductive harm.
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⚠️ California Proposition 65 Warning: Some products sold on this website may expose you to chemicals known to the State of California to cause cancer, birth defects, or other reproductive harm. For more information, visit www.P65Warnings.ca.gov.
