A new survey has revealed that 51 per cent of Germans say that price is their primary consideration when buying food. The Consumers' Choice 2011 study was carried out by the market research firm GfK and the Federation of German Food and Drink Industries (BVE). The study questioned 30,000 households about their shopping habits. The results showed that 49 per cent of participants said quality was more important that cost. However, 81 percent of those surveyed found it difficult to quantify the term quality.
“Consumers have a positive picture of the quality of food in Germany,” said Sabine Eichner, BE’s managing director. Although Germans are believed to pay less at the supermarket than Italians and Spaniards, 54 per cent of the consumers believe the quality of food in Germany is better than abroad. (19 Oct)
© ESM: European Supermarket Magazine
