2008 – 27th Entrepreneurial Talk Kronberg

Content

WILHELM WESSELS
Research for the brand
GfK's Kronberg event sets brand standards
THOMAS BACHL
Between price push and consumer control
Consumer 2008 What drives consumption?
WOLFGANG TWARDAWA / DR. RAIMUND WILDNER
Is there loyalty for the brand?
Lifelong brand loyalty reality or illusion?

• How does brand loyalty develop? Positioning, imprinting and memory as success parameters
• First Choice Buyer the backbone of the brand What does brand loyalty mean and how does it develop?
• Age(s) strengthen (brand) loyalty The significance of zeitgeist and aging for brand loyalty
• Breaking points for brand loyalty Negative and positive effects of the life-world transition
• Binding, connecting, reliable The role of communication for brand loyalty
• Conclusion: Lifelong brand loyalty is possible First Choice Buyer Lead currency of brand management

Description

The brand is in good hands with GfK:
For more than five decades, it has regularly surveyed consumer spending on everyday goods in its panels. Since the introduction of GfK consumer research in 1957, the methods have of course been constantly refined, but the basic principle has remained unchanged to this day.
What is special about the GfK consumer panels is that they are not concerned with what consumers think, feel, believe or want, but with
what they actually do. In its panels, GfK records the actual behavior of
behavior of consumers: what they buy, when they buy it, where they buy it, and how much they
and how much they pay for each item at the checkout. This information provides a complex picture of consumer behavior on its own, but even more so in combination with other data.
with other data, provides a complex picture of consumer behavior and consumption patterns. Today, 20,000 households in the large ConsumerScan household panel and 25,000 individuals in the individual panel report
ConsumerScan about their daily purchases of fast moving consumer goods.
They no longer do this by filling out a household questionnaire, as in the past, but in a very modern way by means of an electronic diary or online.
As a result, the database is now many times more solid and valid. However, as is well known, panel data collection is not an end in itself, and GfK's service is not limited to supplying data to its clients. Rather, the immense database is the basis for the creation of long time series, for multi-layered and detailed analyses that provide usable statements on the development of brands, product groups and ranges. Such information is indispensable for brand management by manufacturers, but also for assortment planning by retailers.

But that's not all: because GfK, thanks to its panels, knows the purchase history of every
Because GfK's panels enable it to know the purchasing history of each individual participant, it does not have to ask consumers about the subjective reasons for their purchasing behavior, but can determine the causes of a specific, situation-related purchasing behavior in a quasi-objective manner. Only then is it possible to determine trends and identify potential.