Consumer Buying Behaviour in Germany: Factors Influencing HNAPL's Success

This presentation discusses the buying behaviour of consumers in Germany towards HNAPL's products and the factors that influence it. It also explores the favourable markets for HNAPL in UK, Belgium, and Netherlands.

Consumer
buying
behaviour
Germany

Overview of Germany
• The largest economy in the Europe
• The 4th largest economy in the world by the nominal GDP
• The 5th largest economy in the world by GDP (PPP)
• The socio-economic policy is on the basis of the concept of social market
economy
• It is the 3rd most complex economy as per the “economic complexity
index.“
• Nominal GDP of Germany is 3915 trillion dollar
• GDP (PPP) of Germany is 3486 trillion dollar
• The growth rate of GDP is 1.6%

How high unemployment,
low consumer confidence
and unstable economic
conditions• Rate of high unemployment reduced the buying power of the
consumers
• The competition for the oil based products is very high
• Low consumer confidence
• Instability in economic conditions
• Uncertainty

What cultural and socio-economic influences
might benefit HNAPL’s selling and exporting
Socio-economic factors
• Income of consumers
• Education
Cultural factors
• Gender
• Status
• Political

Factors favourable for the
business of HNAPI in UK
• UK has stable economy and the buying tendency of the consumers
there is high
• Most of the UK residents have high and steady incomes
• The consumers in UK are brand conscious
• They maintain high image in the society
• Most of the population of UK comprise of youths

Factors favourable for the
business of HNAPI in
Netherland• The residents in Netherland are familiar and have experience with
oil plant products
• Most of the people in Netherland works without physical exercise.
• Average population are above the poverty line and they use both
necessity and luxury goods

Factors favourable for the
business of HNAPI in
Belgium• High healthcare
• People are suggested to take cholesterol-reducing products such
as macadamia products
• Economic trends are in peak
• There is a high living standard od people in Belgium
• People in Belgium are brand and quality conscious and they prefer
foreign goods.

Recommendation
• HNAPL needs to deliver the products to its consumers after
assessing the different buying behaviors of theirs as well as
the factors that influence it.
• It should keep its product price minimum in Germany as the
consumers in Germany are price conscious as their living
standard is not so high and the rate of unemployment there
is significantly higher than the other countries.
• The company should first thrive for building its brand image
in the German market.

Conclusion
• The buying behaviour of the consumers of Germany towards the
products of HNAPL is flexible and could be influenced by several
factors such as the rate of employment, uncertainty, Low
consumer confidence and Instability in their economic conditions
• The factors that could effect the success of HNAPLs in Germany are
their Income, level of Education , their Gender, status and status
and the political conditions.
• The UK, Belgium and Netherland market is favourable for the
business to a great extent.

References:
• De Mooij, M., 2010. Consumer behavior and culture: Consequences for global
marketing and advertising. Sage.
• Hoffmann, F. and Lemieux, T., 2016. Unemployment in the Great Recession: a
comparison of Germany, Canada, and the United States. Journal of Labor
Economics, 34(S1), pp.S95-S139.
• McKechnie, S., 2012. Consumer buying behaviour in financial services: an
overview. International Journal of Bank Marketing, 10(5), pp.5-39.
• Mueller, E., 2016. The impact of unemployment on consumer confidence. Public
Opinion Quarterly, 30(1), pp.19-32.
• Nikas, C., Stoupos, N. and Kiohos, A., 2018. The Euro Area: Does one currency fit
all?. International Review of Applied Economics, pp.1-17.
• Zeithaml, V.A., 2015. Consumer perceptions of price, quality, and value: a means-
end model and synthesis of evidence. The Journal of marketing, pp.2-22.

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