German consumer behaviour

Résumé du document

German consumer behavior: Being exchange students from Europe, it is interesting for us to learn about German consumer behavior. All of us live near this huge country that represents the biggest European market. To be honest, before starting this paper we did not know a lot about Germanyand all of us harbored the same stereotypes about the German people such as, they are humorless, punctual, aggressive, distant, stubborn and obsessed with details. Working in this country enabled us to breakdown all those stereotypes and to better understand German culture. This study is therefore useful for our future in the European business environment.

Extraits

[...] Source : Germany Review 2007 In terms of religious affiliation, Germany faces Religions different kind of religions. About of Muslim; Germans are Protestant; almost are Roman Catholic; and approximately two unaffiliated or other; 26% Protestant; 38% percent of the population is Muslim by reason of the Turkish ethnic group. The rest of the population is either unaffiliated with a specific religion or belong to another unspecified religion. Roman Catholic; 34% Source : Germany Review 2007 Y OUTH 3 The main group to which young people relate is the family. [...]

[...] Being all exchange students from Europe, it is interesting for us to learn more about the German consumer behavior. Indeed, we all live near this huge country that represents the biggest European market. To be honest, before starting this paper we did not know a lot about Germany; all of us had the same stereotypes: German people are humourless, punctual, aggressive, distant, stubborn and obsessed with details. Working on this country enables us to breakdown all those stereotypes and to better understand the German culture. [...]

[...] Grunert and S. Beckmann (1999) of the fundamental life values of East and West German consumers (using the Schwartz Value Inventory) also showed that the East German sample scored higher on individualistic values. The explanation for this might be the fact that, in a socialistic system, individual effort to expand production was not rewarded and therefore not rational. Each person had to develop strategies to overcome the scarcity resulting from the unsolved dilemma. This might lead to solidarity and cooperation in small non-anonymous groups such as families or near friends, on the one hand, but to egoism in large anonymous groups such as in firms, on the other hand. [...]

[...] The infant mortality rate is around 4.65 per 1,000 births. The HDI ranked Germany in the high human development category, at the 21st place. The German population has an estimated average literacy rate of The primary language is German. However, the German taught in school and used in the media is not always the German spoken daily; indeed various dialects have a significant influence in most areas. English is mostly understood and in the part of the former East Germany many Germans still speak Russian There are 372 institutes of higher education in Germany and about two million students; 246,000 of them are foreign students2. [...]

[...] Thus, government agencies may not exercise any direct or indirect influence on the contents of radio or television programmes. However, in terms of content of the ads, comparative advertising is only allowed to some extent and content must not be sexually or morally offensive. The Federal Constitutional Court has also ruled on the basis of the principle of media freedom that broadcasting regulations must ensure a variety of opinion by virtue of the function of the media in a pluralist democratic society. [...]