Kissing tortoises and the environment

By: trademagazin Date: 2007. 01. 31. 08:00

Germans are less enthusiastic about spontaneity in food stores than other European nations. Though they watch prices, they are more concerned with “more value for the same price”. This is why supermarkets with their high quality assortments are still strong in Germany. One of the best known and increasingly environment-conscious supermarkets is Kaiser’s. According to a survey by the communication agency Mediaedge, 45 per cent of German customers still carry a shopping list, which means that only barely more than half of customers ever do their shopping spontaneously. The same figure is 76 per cent in France and the UK, while 75 per cent in the US and Australia. Advertising tools used by food stores are a “welcome complement” to the shopping list for two-thirds of Germans interviewed, which indicates a rather rational attitude. According to surveys, Germans go shopping 2-3 times a week on average and 50 per sent go the nearest supermarket, while 40 per cent prefer large ones like Neukauf. For the majority, discount chains like Aldi, Lidl or Plus are a basis for comparing prices. One third of Germans also visit hyper markets, and a quarter of them regularly visit traditional markets. 40 per cent of the people interviewed admitted that promotions held by stores are often discussed with their friends and they also like to collect bonus points and vouchers. Kaiser’s is a member of the Tengelmann group and its history goes back 125 years. It has 750 affiliates, 20 thousand employees and annual revenues of EUR 2,5 billion. The company refuses to join price-focused competition and still regards quality as the most important consideration which means they keep a wide assortment of reliable and high quality, with above average prices. The internal design of their stores reflects a German and practical taste. Using the QS-kontroll system, the history of all products can be traced back to their origin. All products, like meats, dairy product, vegetables or fruits have the label certifying that they have passed control. The company has its private label products, A & P, Naturkind, Birkenhof and Kaiser's coffee. Kaiser’s is one of the pioneers of environmental protection, with its projects to persuade customers to use textile bags instead of disposable plastic ones.

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