Kaufrelevante Entscheidungskriterien beim Fensterkauf: Eine Untersuchung am Beispiel der Internorm International Gmbh

Abstract

The ongoing digitalization has created new information and distribution channels, providing consumers with greater independence in terms of product search and purchase. However, information search and the use of different channels represent only a part of the entire decision-making process. Important processes occur before and after the purchase decision, influencing it. Therefore, it is crucial for companies to understand the influencing factors throughout the entire decision-making process to identify relevant purchase criteria. The Internorm International GmbH, an Austrian manufacturer of windows and doors, faces this challenge. In this bachelor’s thesis, the relevant decision criteria for window purchases will be identified based on this company. The paper begins with an introduction and problem statement, followed by a detailed examination of purchasing decision processes based on models by Kotler et al. Various types of purchasing decisions are analyzed, particularly the extensive decision-making process relevant to window purchases. Next, the influencing factors on this decision-making type are examined in detail. Finally, based on the previously described literature research and analysis results, implications for Internorm International GmbH are drawn and recommendations for action are derived. The findings of the paper indicate that window purchases are extensive purchase decisions, characterized by intensive information search and high cognitive involvement of consumers. Key influencing factors include information search, Word of Mouth (WOM), Electronic Word of Mouth (eWOM), brand image, as well as consultation and sales conversations. For Internorm, providing detailed and understandable information, both online and offline, and adapting marketing communications to meet consumer needs are of great importance. Additionally, customizing sales tactics during consultations and sales conversations to the consumer's level of information is essential. Furthermore, Internorm can benefit from highlighting customer reviews and utilizing traditional WOM from satisfied customers, as this fosters trust and purchase intention. The relevant purchasing decision criteria are represented by the previously mentioned influencing factors and phases of the decision-making process. The phase of evaluating alternatives is a crucial factor, as consumers make choices based on comparing product features of alternatives, with strong brands facilitating the decision-making process. Similarly, the post-purchase phase plays a central role, as customer satisfaction influences whether positive or negative word of mouth is spread.

Date of Award	2024
Original language	German (Austria)
Supervisor	Harald Kindermann (Supervisor)