Prof.(FH) Mag. Dr. Doris Berger-Grabner

Professorin Department of Business

+43 2732 802-667

Kernkompetenz/Core Competences:

  • Handelsmarketing
  • Konsumentenverhalten
  • Marketing Management
  • Consumer Behaviour
  • Brand Management
  • Retail Marketing and Management
  • Eye Tracking Studies
  • Scientific Writting

Betreuungsbereiche Bachlor-/Masterarbeit/Fields for Bachelor/Master Theses:

  • Neuromarketing
  • Citymarketing
  • Handelsmarketing
  • Eventmanagement
  • Consumer Behaviour Studies
  • Strategic Retail Management
  • Brand Management
  • Target Group segmentation

Methoden Präferenz/Methodological Preferences:

  • Quantitative methods: Fokusgruppe, Fragebogenerhebungen, SPSS, Survey Research / Questionnaire / Structured interview
  • Qualitative methods: Qualitative interviewing / Focus Groups / Eye Tracking

Themenvorschläge/suggested Topics:

  • Zukunft des Handels
  • Kundenlaufstudien und Verkaufsraumgestaltung
  • Gendermarketing
  • Influences on in-store buying decisions
  • Eye Tracking studies in the retail sector
  • Consumer goods packaging and purchase decision
  • Store layout and consumer path
  • Marketing Communications: Advertising

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