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Gewählte Master / Diploma Thesis:

Georg Obermair (2017): Produktbündelung von Handelsmarken und Herstellermarken im E-Commerce eines Lebensmitteleinzelhändlers Eine Einschätzung mithilfe der Discrete Choice-Analyse.
Master / Diploma Thesis - Institut für Marketing und Innovation, BOKU-Universität für Bodenkultur, pp 87. UB BOKU obvsg

Data Source: ZID Abstracts
Although online grocery-retailing in Austria is not very widespread, many experts predict a significant growth and differentiation potential for the traditional grocery retailers in this field. Retailers like Billa and Unimarkt are already offering a broad range of products online, some of them within a product bundle. The aim of this thesis is to evaluate the potential of such a product bundling strategy for grocery retailers and find out, which attributes are the most important ones for the consumer. The theoretical part deals with product bundling in general, the topic of private-label brands and national brands and the current situation of online grocery-retailing in Austria. In the empirical part 110 subjects participated in a survey, where they had to evaluate the properties of different food brands. In the second part a discrete choice-analysis was carried out and the test person had to choose between different product bundles. As a result national brands were rated more positively than private-label brands in most product dimensions. The most important feature for the subjects was the brand, followed by the price. It was concluded that the bundling of private-label brands with national brands has potential for the online grocery retailers, due to the big advantage in pricing for private-label brands.

Beurteilende(r): Haas Rainer

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