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Who spends more, who is stable?

Who spends more, who is stable?

Almost 70 percent of the population plan to consume at the same or even higher level in 2008. A good third say they want to spend less. Semiometrics analysts from TNS-Infratest see three consumer segments for the new year.

According to this, twelve percent of Germans are increasing consumers, who will spend more in the coming year compared to the
plan for 2007. These consumers have an experience-oriented, critical and combative value orientation that
expressed in an active, confident and goal-oriented lifestyle. “This positive attitude is reflected
also reflected in the optimistic assessment of wanting to spend more money on private consumption in the coming year”,
explains André Petras, Head of TNS Infratest Semiometry Centre.

55 percent of Germans belong to the so-called consumer stable. A buyer segment that expects to keep consumption stable in 2008. The value orientation is clearly shaped by culture and religion. intangible
Things like theatre, literature and art are more important to these people than private consumption. “This
Consumers attach particular importance to well-known and proven brands,” explains Petras.

31 percent of Germans belong to consumer behavior. At its core, this consumer segment has more of a material, traditional and conscientious value orientation. The need for material security and stability in
Life is particularly pronounced in these people. “The current discussion about the further economic development,
as well as the fear of even more extensive price increases have a particular effect on people with this value background
behavioral. Correspondingly, the consumption intentions for 2008 are rather restrained here”, says Petras.

Semiometry is a method for the qualitative description of target groups. It is based on the premise that
Values ​​of people can be represented by evaluating terms. That’s how you can
for example, the users of a mark and the viewers of a program with regard to the conformity of their
compare values.