Diplomarbeit Internationales Weinmarketing Stephan - Stephano

Dr. S. Oberpfalzer Masterstudiengang Internationales Weinmarketing, 2012InhaltsverzeichnisEhrenwörtliche Erklärung ................................................................................................................... iiAbstract ................................................................................................................................................. iiiExecutive Summary ............................................................................................................................ ivInhaltsverzeichnis ................................................................................................................................ viTabellenverzeichnis ........................................................................................................................... viiiAbbildungsverzeichnis ....................................................................................................................... ixAbkürzungsverzeichnis ..................................................................................................................... xii1 Einleitung ...................................................................................................................................... 11.1 Problemstellung und zentrale Fragen ...................................................................................... 11.2 Ziele und Nutzen ..................................................................................................................... 11.3 Methodische Vorgehensweise der Arbeit ................................................................................ 21.4 Aufbau der Arbeit .................................................................................................................... 22 State of the Art zu „Wein und Musik” ........................................................................................ 33 Empirischer Teil ........................................................................................................................... 83.1 Hypothesen .............................................................................................................................. 83.2 Verkostungen und Tests .......................................................................................................... 93.2.1 Testumgebung / Testort .............................................................................................. 93.2.2 Weine ............................................................................................................................ 113.2.3 Musik ............................................................................................................................ 123.2.4 Sensorische Methoden ............................................................................................... 143.2.4.1 Dreieckstest ......................................................................................................... 143.2.4.2 Hedonische Analyse ........................................................................................... 153.2.4.3 Involvement ........................................................................................................ 173.2.5 Probendarreichung ..................................................................................................... 173.2.6 Probanden .................................................................................................................... 183.2.7 Versuchsanordnung ................................................................................................... 193.2.8 Statistische Datenauswertung ................................................................................... 204 Ergebnisse der Arbeit ................................................................................................................ 224.1 Analyse der Probandendaten ................................................................................................. 224.2 Beantwortung der Hypothesen .............................................................................................. 234.2.1 Hypothese 1 ................................................................................................................. 244.2.2 Hypothese 2 ................................................................................................................. 264.2.2.1 Hypothese 2a ....................................................................................................... 264.2.2.2 Hypothese 2b ....................................................................................................... 284.2.2.3 Hypothese 2c ....................................................................................................... 314.2.2.4 Hypothese 2d ...................................................................................................... 334.2.2.5 Hypothese 2e ....................................................................................................... 364.2.2.6 Hypothese 2f ....................................................................................................... 384.3 Schlussfolgerungen ............................................................................................................... 424.4 Limitationen .......................................................................................................................... 434.5 Ausblick................................................................................................................................. 44vi