With our current study we investigated the price perception of trading products in different countries. German consumers tend to estimate poorly by international comparison and often perceive prices to be more expensive than they are in fact. Solely the Americans have a worse sense of price than the Germans.

“Our analysis shows that low prices by itself are not sufficient to attract customers and to prosper in the market. Therefore, all trading enterprises trying to fight the current recession exclusively with severe price reductions are ill-advised. Investing in a smart and improved price communication is often not only a more effective but also a cheaper alternative” says Christian Ziegfeld, the Partner in charge of this study.

Click here to download the study in PDF format (in German only).

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