German consumers prefer well-known brands

17th February 2005, Comments 0 comments

17 February 2005, BERLIN - After a flirtation with no-name consumer- electronics products, German shoppers are flocking back to branded televisions and music centres, an industry leader said in Berlin. Previewing the world's biggest combined consumer electronics fair, IFA, to be staged 2-7 September in Berlin, Rainer Hecker, president of the GFU consumer electronics association, said the trend was clear from both polls and hard sales figures. He said a study by the GfK market research company found a decli

17 February 2005

BERLIN - After a flirtation with no-name consumer- electronics products, German shoppers are flocking back to branded televisions and music centres, an industry leader said in Berlin.

Previewing the world's biggest combined consumer electronics fair, IFA, to be staged 2-7 September in Berlin, Rainer Hecker, president of the GFU consumer electronics association, said the trend was clear from both polls and hard sales figures.

He said a study by the GfK market research company found a decline in supermarket sales of electronic goods to just 16 per cent of overall sales in the first half of 2004, compared to 22 percent a year earlier.

Recent polling showed 83 percent of German consumers saying quality counted more than price, whereas in spring 2004 a similar survey showed 51 percent saying price mattered ahead of quality.

IFA, held every two years, is a massive trade show aimed at both European retailers and consumers.

Following a successful idea from 2003, it will this year again feature a flesh-and-blood mascot, identified only as Hanna, whose smile and red-dyed shock of hair will be what advertising people call the "key visual" - a recurring image - of IFA 2005.

For the first time, the IFA organisers have organised a parallel website in Japanese to cater to the large numbers of exhibitors expected from Japan.

DPA

Subject: German news

 

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