These industries stand for "Made in Germany"

  • Published:
    14 April 2022

The Hamburg-based market research institute SPLENDID RESEARCH conducted an online survey in February 2022 with people aged between 18 and 69 living in South Africa. Participants were actively recruited via the Online Access Panel of SPLENDID RESEARCH GmbH.. The survey investigated the topic of “Made in Germany” by both identifying the industries the label is most likely to be associated with and what characteristics is linked to it.

The results of the study show that the country of origin is an important purchase criteria for two thirds of the respondents, particularly for men or elderly people. Only eight percent of the South African participants consider the country of manufacture “rather unimportant” or even “very unimportant”.

When confronted with three exemplarily selected products that only differ in their country of origin, more than half of the participants favor the German product over the identical East-Asian and US-American options. Almost two thirds of the respondents in South Africa are willing to pay more for a product from Germany than for a product from their own country. The willingness to pay is not only higher among men than women but it increases with net income as well.

Furthermore, 94 percent of those surveyed said they considered German-made goods to be of particularly high quality and 88 percent associated "Made in Germany" with high safety standards. Other positive associations are advanced technology, innovation and appealing design. Even though sustainability aspects such as fair working conditions and environment-friendliness are the least- relevant image attributes, they are still regarded as typically “Made in Germany” by more than 70 percent of the participants.

The industries associated with "Made in Germany" might be the answer to where this positive image could come from. Especially the automotive industry (69 percent) and the machinery industry (44 percent) are linked to the “Made in Germany”-seal. “Both industries are characterized by large corporations such as Volkswagen, BMW, Audi, Mercedes-Benz or Siemens, which have become known and appreciated worldwide for their innovations, technologies as well as their quality.” says Norman Habenicht, Head of Marketing & Communications at SPLENDID RESEARCH.

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