Pudding-Queen
Anmeldungsdatum: 16.05.2010 Beiträge: 1
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Verfasst am: 16. Mai 2010 17:11 Titel: Summary für Bachelor Thesis |
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Meine Frage:
Hallo zusammen,
für meine Bachelor Thesis muss ich eine englischsprachige Summary verfassen. Ich habe jetzt meine deutsche Zusammenfassung versucht ins Englische zu übersetzen - stoße aber teilweise, insbesondere durch die Fachbegriffe, an meine sprachlichen Grenzen. Es wäre super, wenn ihr die Zeit und Muße hättet, einmal über die Zusammenfassung zu lesen und mir Tipps bzgl. der Formulieren zu geben. Liest sich an der ein oder anderen Stelle doch etwas holprig.
Vielen lieben Dank schon mal vorab!
Meine Ideen:
Summary
This bachelor thesis deals with the project carried out during the internship at FrieslandCampina Germany GmbH (in the following short: FrieslandCampina).
FrieslandCampina is behind Nestlé and Danone the third biggest producer of dairy products in the world and one of the leading producers of dairy products in Germany. The company has a broad product portfolio consisting of fresh milk, butter, curd, cream, yoghurt, dessert and cheese, as well as products for industrial purposes. The most important brands of FrieslandCampina are Puddis, Optiwell and the premium brand Landliebe.
The product segment of dairy products is characterized by a high saturation of consumption (right expression for ?Marktsättigung??) and offers a broad spectrum of brands and products with different tastes and flavours to the consumers. For that reason, big companies like FrieslandCampina experience difficulties in achieving customer loyalty for their brands. It is getting more and more challenging to dispose consumers to repeat purchases (right expression for ?Folgekauf?) and create a tie to the brand, in this case Landliebe.
Consumers tend, especially in the sector of fast moving consumer goods, to brand switching and brand loyalty is mostly an uncommon factor.
The brand switching, which results from the motive of searching for variety, is called variety seeking and main issue of this thesis. The consumer has the ambition to achieve a maximum benefit, which is evoked by the wish of testing something new, so far unknown. This wish usually occurs when the shopping situation is characterized by boredom and the arousal potential of the consumer is consequently below a certain limit. A switch between different brands can lead to an enhancement of the arousal potential.
A market research should prove the variety seeking behaviour among the probands interviewed during the testing period. Furthermore, reasons and motives for the variety seeking should be detected.
The analysis of the research results shows that the sector of dairy desserts is determined by a strong brand switching behaviour. Most of the tested persons give the search for variety and novelty as motive for their brand switching behaviour. It can be proved that the brand switching is not due to changed preferences or dissatisfaction with the product bought beforehand. Consumers just want to satisfy their necessity for variation and novelty. For the producers of dairy products, it turns out to be really difficult to create customer loyalty among the consumers. But within the marketing-mix lie options and possibilities for the brand Landliebe in order to achieve that consumers limit their brand switching to the product range of one producer and do not tend to switch between the brands of different producers. The two most important strategy commendations are in the segment of the product- and promotion-policy. Changing and seasonal limited flavours (seasonal flavours) can provide the desired variety within the Landliebe product range for the consumers. Additionally, the launch of a ?trial sample?, consisting of four different Landliebe dessert favlours would be advisable. The consumer can buy four different flavours within one package and his need for variety can be covered.
The market research offers a useful basis, in order to detect the reasons for brand switching and to educe strategies for create customer loyalty or rather strategies in order to achieve that consumers switch brands within the product range of one producer.
The number of the sample is rather small and cannot be regarded as representative. The limits of this thesis lie in the validity of the results of the market research. |
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