How Can Research Help to Make Customers Less Confused?

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The annual Ph.D. seminar in the context of the European Marketing Academy – EMAC Regional took place at the Polish University of Economics in Katowice on September 24, 2014.

In addition to questions concerning global brand management as well as customer relations and complaint management, research on sustainability marketing was presented. Anja Buerke from the SVI-Endowed Chair of Marketing of HHL Leipzig Graduate School of Management presented the current state of research on the topic of “Consumer Confusion and Sustainable Consumption – An Empirical Analysis of the Impact of POS Marketing in Food Retailing”. In cooperation with the GfK Verein, a representative online survey (1171 participants) was carried out in Germany to research consumer confusion for grocery shopping. The survey focused on the analysis of confusion triggers at the point of sale from the consumer’s point of view to deduce implications for the business of how to facilitate the purchase of sustainable products.

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