Purchasing Power for books and stationary products
Tuesday September 11th 2007
Filed Under GfK GeoMarketing
Bruchsal, September 2007
Picture of the Month
Purchasing Power for books and stationary products
Inhabitants of the areas around Munich and Frankfurt have more money available for books and stationary products than any other segment of the German population. The map below illustrates the relative demand for this product line according to the consumers’ place of residence. Particularly noticeable is the discrepancy between the former East and West German states. While the purchasing power for other product lines – such as grocery and food items – has largely equalized across these regions, this has not happened in the case of books and stationary products. This is one of the product lines that consumers with tight budgets are most likely to refrain from purchasing.
GfK GeoMarketing supplies a map of Germany that illustrates the purchasing power distribution throughout the country for the book and stationary product line (illustration and data source: GfK GeoMarketing). The analysis and illustration of this particular product line predicts expenditure levels for books, magazines, newspapers, stationary products, school and office items, as well as other paper products. GfK GeoMarketing’s GfK Purchasing Power for Retail Product Lines is based on analyses of the relative demand for these various product categories in every municipality and postal code area nationwide.
GfK GeoMarketing calculates purchasing power data for 61 retail product lines, including the food sector. The data are available on various regional levels – e.g. federal states, municipalities, and postal codes. Companies can utilize this information to assess regional sales potential, plan sales territories and new chain store locations, or tailor their product positioning strategies accordingly.
Download the image in high-resolution format (TIFF)
> http://www.gfk-geomarketing.com/press/pom/zip/09_07_sbk_books.zip (approx. 1.8 MB)
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“Graphic: GfK GeoMarketing”.
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> http://www.gfk-geomarketing.com/press/newsworthy_pics.htm
About GfK GeoMarketing
GfK GeoMarketing is one of the largest providers of GeoMarketing services in Europe and has customers and users from all branches of trade. The business areas are:
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GfK GeoMarketing was formed in 2006 by the merger of GfK MACON, GfK PRISMA and GfK Regionalforschung and is a part of the international GfK network.
Currently, GfK is represented in 90 countries with over 115 subsidiaries and 8,200 employees. GfK is the world’s fifth-ranked market research institute.
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