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

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