"Germany at the counter"

Joint study commissioned

What fascinates the consumer? Why is he willing to queue up at the service counter and which influence has advice at the counter? Or: What scares him away?

The international trade fairs InterMopro (dairy products), InterCool (frozen foods, ice cream, technology) and InterMeat (meat and sausages) do not rely on general trend reports, but are rather becoming active themselves to clearify those questions.
Together with the food industry magazine Lebensmittelzeitung, Messe Düsseldorf commissioned Rheingold, a renowned institute for qualitative market analysis, to conduct the study “Germany at the counter”. It was the main objective of the study to gather surprising consumer insights on the topic of “the counter”, whereby the consumer behaviour at service and pre-pack counters as well as at the self-service shelves was examined.

The results of the study will be presented at the trade fairs in September 2012. They are meant to provide the retail trade with input regarding best practice examples and offer a strategic assessment of existing counter staging options.

The survey focuses on three main topics:
1. The psychology of counter shapes,
2. Product focusing within one counter segment (differences between cheese and meat at the service counter)
3. Integration of the counters into various trade landscapes and their specific purchasing conditions (for example, the Aldi self-service counter versus the Edeka self-service counter).

The certified psychologist and
managing director of the Rhein-
gold Institute.

It is intended to psychologically differentiate the basic counter worlds, such as service counter, pre-pack counter and self-service shelf, from the consumers’ point of view. On the one hand, expectations, fears, requirements, desires and hopes in connection with the counter worlds will be examined, and on the other hand, implicit and explicit staging rules within the different worlds will be revealed.

The integration of the counter shapes and their product worlds into the retail landscapes and the corresponding different emotional worlds and purchasing conditions shall be identified. The effects of these comprehensive retail landscapes with their emotional worlds on the staging of counters shall be captured from the consumers’ point of view and provide retailers with important know how for their market design.

The certified psychologist and managing director of the Rheingold Institute Stephan Grünewald, will present the results - inclusive of the best practice examples – at the trade fairs within the scope of an exclusive lecture.

Quelle: InterMopro.de