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Retail advertising: an empirical comparison between German and French consumers

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International Advertising and Communication

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Abstract

Internationally operating retailers are faced with the decision of pursuing standardized or locally adapted marketing and advertising strategies. In this context, the question is raised, whether retail advertising as a shopping motive of consumers is of different importance for consumers’ store choice in markets with differing cultural backgrounds. In addition, the authors analyze in this article the question of whether the demands of the consumer regarding the style and content of retail advertising are influenced by culture. The results of a consumer survey about grocery retailing, that was carried out in France and Germany, are presented on this basis. The authors show that retail advertising does not hold the same importance in every culture with regards to the purchase decision process. Moreover, it is verified for the first time that there exist cross-cultural differences in terms of the demands on retail advertising content and retail advertising style.

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Author information

Authors and Affiliations

  1. Voith Paper Rolls, Germany

    Guido Purper (Market Research Manager)

  2. Marketing Department and Institute for Consumer and Behavior Research, Saarland University, Saarbruecken, Germany

    Peter Weinberg (Full Professor of Marketing)

Authors
  1. Guido Purper
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  2. Peter Weinberg
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Editor information

Sandra Diehl Ralf Terlutter

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© 2006 Deutscher Universitäts-Verlag ∣ GWV Fachverlage GmbH, Wiesbaden

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Purper, G., Weinberg, P. (2006). Retail advertising: an empirical comparison between German and French consumers. In: Diehl, S., Terlutter, R. (eds) International Advertising and Communication. DUV. https://doi.org/10.1007/3-8350-5702-2_25

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