Study on purchasing decisions of German consumers

The majority of German consumers no longer follow familiar patterns in their purchasing decisions; this is what the consulting firm Accenture found out in its study "Life Reimagined". According to the study, consumers today want to know more about brands and the origin of products, attach great importance to health and safety aspects and give preference to manufacturers that are in line with their personal values and attitudes. They also value highly personalised services and easy communication at every point of their customer journey.

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