wvp great relevance by buying experiences and strategic brand management in the Stuttgart trade looks, May 11, 2011 the wvp GmbH extremely critically evaluated messages, stating that the fact-based product research increasingly point-of-sale repressed emotionally-driven purchase decisions at the point prior to a purchase. For the Stuttgart advertising agency, brand awareness, whose proper staging at the point of sale, as well as the successful value-added communication even at high-priced products continue to have the greatest influence on the decisions of consumers. Results of a recent study of Commerz financial consumer behavior in support the theses of the experts in retail marketing from Stuttgart. According to the European consumption barometer 2011 Commerz financial took up to four weeks almost 50 percent of the Germans the information and decision phase with the recent purchase of a high-tech product. While consumers resorted to various sources of information. Only the second most important meaning came to the Internet and online research, because the own search in the business is still crucial for the majority of Germans. Despite price comparison portals, many online forums and Web shops where consumers can get down to the last detail about products, a crucial role to the buying experience and the strategic brand management”, Claus j.
declared Vogt, Manging Director of wvp GmbH. also are the advice provided by the seller, whose presence and expertise, according to the study for many consumers important. For this reason it is businesses. remains important to realize a unified brand image, which includes the design of the sales situation, differentiated statements on the brand, understandable added value communication and even the training of the staff” In addition to the rates and brand awareness, 2011 even more consumers attach importance according to the European consumption barometer on additional services. Almost half of young Germans are even already to pay more.
Also win questions of ecology and the social sustainability of goods for consumers in importance. Even if the product search like gaining importance in particular for high-priced items, so the impulse buying is still not a phenomenon of the past. You must make sure clearly, what kind of products you look at. Luxury goods, the experience of purchasing and the use is usually so dominant that the search details is negligible. Applies here, especially the brand value to days, consumers are not primarily based on facts and figures in their purchasing decisions, but first and foremost acquire a good feel and an image that distinguishes a brand. The same applies for food, clothing and related products”, Claus j. reported Vogt. The ability to inform, especially online prices and product information helps to make markets more transparent and last but not least has the effect that the design of brand communication and the purchase experience for companies to become more important from my point of view of the Competition to stand out.”