Abstract:

General Background. Coming along with increasing competitive pressure and social and technological changes, companies are forced to continuously work on their efficiency within all functions, including all fields of action in Marketing: By adequately shaping the relationships with a defined target group via high brand awareness and product acceptance, economic goals can be reached, such as sales volumes, market share and profit. The concrete design of a brand's positioning, as well as its branding, and all areas of the marketing mix are of major relevance. Consumer research is one precondition to fulfil that role.