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This thesis investigates the effect choice options in e-commerce applications have on consumers’ decision making. Previous research showed that a large number of options
can affect consumers negatively. However, the conditions for such choice overload are unclear. After reviewing the existing research, the amount of information (entropy)
contained in a choice set and individual differences were determined as possible influencing factors in an online environment. In a choice experiment, choice sets with
varying information loads and an assessment of the Big Five personality traits were used to test the impact of the two identified factors on choice avoidance behavior. Results from chi-square-tests and a logistic regression model suggest choice overload but without entropy having an effect. A logistic regression model revealed that extraverted consumers are easier overloaded. A low Neuroticism score was found to be related to less occurrence of a too-much-choice-effect. Consumers with a high Openness score on the other hand choose one of the presented options more often and were therefore less often
overwhelmed by the assortment. An interaction effect between personality and the amount of entropy was not found. These findings extend the research on choice overload and offer valuable input for marketers targeting consumers online.
The objective of this paper is to examine the return and risk performance of 155 equity mutual funds that provide exposure to the BRIC-Countries and eleven corresponding exchange-tradedfunds from January 2009 until December 2014. The performance proxies are mean returns and risk-adjusted returns using Sharpe Ratio and Jensen’s Alpha. In addition to that, Tracking Errors for the exchange-traded-funds have been calculated. Further benchmarks for comparison are the following indices of Morgan Stanley Inc.: MSCI World, MSCI Emerging Markets, MSCI BRIC and the corresponding MSCI Country Index. The results show that all funds, equity mutual funds and exchange-traded-funds, could realize positive mean returns, whereas the returns of the exchange-traded-funds are lower than those of the equity mutual funds. Nevertheless, none of the funds could realize a Sharpe Ratio higher than one, which would implicate that the return has compensated for the risk. The results of Jensen’s Alpha suggests that 80% of the equity mutual funds were able to add value, as indicated by their positive alpha. Only two out of eleven exchange-traded-funds could generate a positive alpha. This result is controversial to the results of other studies, where only some or none of the examined funds have been able to add value.
Diese Bachelor Thesis befasst sich mit dem Prozess der Erstellung von Absatzprognosen für den Vertriebskanal Original Equipment Services des Automotive Aftermarkets der Robert Bosch GmbH in der Vertriebsregion Europa.
Die Bedarfsplanung im Ersatzteilmarkt ist durch zwei unternehmerische Ziele geprägt, die nur schwer zu vereinen sind: Die Erreichung eines optimalen Service Levels und die Reduzierung der Bestandskosten auf ein Minimum. Um diesen beiden Zielen gerecht zu werden und dem Kunden die benötigen Ersatzteile so schnell wie möglich zur Verfügung stellen zu können, werden Prognosen eingesetzt. Es gibt verschiedene Prognoseverfahren, die alle dazu dienen die zukünftigen Absatzmengen so genau wie möglich vorherzusagen.
Anhand von Interviews, Schulungsunterlagen, internen Dokumenten sowie Kennzahlen wird der Zustand des Prognoseprozesses ermittelt. Durch die Ist-Analyse sowie die Durchführung eines internen Benchmarkings mit zwei weiteren Vertriebskanälen, werden Optimierungspotentiale am derzeitigen Prognoseprozess aufgedeckt und erläutert. Ziel dieser Arbeit ist es auf Basis der gewonnenen Erkenntnisse einen standardisierten und optimierten Prognoseprozess zu ermitteln, der zu einer Verbesserung der Planungsgüte, der Kundenzufriedenheit und der Bestandssituation führt.
Despite the growth the luxury industry has experienced in recent years, marketers are increasingly facing the emergence of a younger luxury consumer that has different values, priorities, and attitudes. Since these consumers are soon to replace the current luxury clientele as the primary luxury consumer due to their size and purchasing power, successful luxury brands have changed their strategies in order to stay relevant. Being faced with a considerable decrease in brand loyalty, a deeper understanding of the drivers of brand loyalty among this clientele is of utmost importance. Whereas loyalty has often simply been defined as repeat behavior of purchasing one single brand, the literature suggests a more complex definition, which emphasizes the importance of a favorable attitude toward the brand in order for a consumer to be considered truly loyal. Since this attitudinal part of brand loyalty does not necessarily presuppose actual brand usage, Gaggenau as a luxury appliance brand needs to find ways to attract and establish a pre-purchase bond with these consumers even before they have reached their peak buying power, which will create the basis for enduring brand loyalty.
This thesis was set out to explore the complex process of loyalty creation in view of a different luxury consumer, which is increasingly gaining strategic importance. Focus of this thesis was to provide the luxury appliance brand Gaggenau with advice on how to create the basis for enduring brand loyalty among young Generation Y consumers. As a basis for the analysis, the term “luxury” including its different facets and the role aspirations play in the consumption motives for luxury goods has been investigated. This was followed by an examination of the important role of a new type of luxury consumer, characterized by different traits and attitudes. These consumers are likely members of the Generation Y cohort. Due to decreasing loyalty levels, particular emphasis has been put on understanding how to establish an enduring customer-brand relationship. For this, the formation of loyalty, including different degrees and types of loyalty, has been thoroughly investigated. The importance of truly knowing the consumer’s values, desires, and preferences in the creation of brand commitment or in other words the attitudinal part of loyalty as an ultimate milestone to creating enduring brand loyalty, has also been pointed out. Therefore, the next step was to understand Generation Y consumers. The investigation has mainly focused on the opportunities for creating aspiration or an emotional bond with the consumer at the early stage of the consumer journey. Then, the specific challenges Gaggenau is facing with regard to this new luxury consumer and due to the difficulty of reconciling its status as luxury and appliance brand have been presented. The insights gained throughout this dissertation have then been summarized in a recommended course of action. Finally, based on the development of a Weighted Average Scoring Model for potential Gaggenau consumers, a selection of specific touch points has been evaluated on their effectiveness of creating the basis for enduring brand loyalty at the early stages of the consumer journey.