German consumer behavior: Being exchange students from Europe, it is interesting for us to learn about German consumer behavior. All of us live near this huge country that represents the biggest European market. To be honest, before starting this paper we did not know a lot about Germanyand all of us harbored the same stereotypes about the German people such as, they are humorless, punctual, aggressive, distant, stubborn and obsessed with details. Working in this country enabled us to breakdown all those stereotypes and to better understand German culture. This study is therefore useful for our future in the European business environment.
[...] Competition and showing few emotions are common ingredients of advertisements. The key lesson meanwhile is that Germans are not that humorless than everybody thinks they are, and that humorous ads (in an appropriate context) are highly welcome R EFERENCES "Culture." Travel Document Systems, Inc. January
[...] However, Germans treat elders with a lot of respect Table Power distance in the world and in Europe (Source: Clearly Cultural, 2008) INDIVIDUALISM 67 Germany has a quite individualistic culture. People don't avoid conformity but they still have their own opinion. They protect their German identity through a certain resistance to global consumption tendencies they may be exposed to (food, fashion They prefer to find information on their own through media instead of asking others. In addition, they care a lot about their privacy: they like to be independent and enjoy some moments alone (like reading a book and drinking a glass of wine, alone in their living room). [...]
[...] The infant mortality rate is around 4.65 per 1,000 births. The HDI ranked Germany in the high human development category, at the 21st place. The German population has an estimated average literacy rate of The primary language is German. However, the German taught in school and used in the media is not always the German spoken daily; indeed various dialects have a significant influence in most areas. English is mostly understood and in the part of the former East Germany many Germans still speak Russian There are 372 institutes of higher education in Germany and about two million students; 246,000 of them are foreign students2. [...]
[...] Communicating with too many words is considered an exaggeration. Using too few words is perceived as ambiguous. Communication styles in Germany may be perceived as straightforward, concise, and to the point. For businessmen, it is important to know that what a German says is usually what s/he means. Germany, which is part of the Western part of the world, is a low-context communication country. Accordingly, Germans prefer logical, linear, factual and actionoriented discussions. A discussion should always end with actions. [...]
[...] Source : Germany Review 2007 In terms of religious affiliation, Germany faces Religions different kind of religions. About of Muslim; Germans are Protestant; almost are Roman Catholic; and approximately two unaffiliated or other; 26% Protestant; 38% percent of the population is Muslim by reason of the Turkish ethnic group. The rest of the population is either unaffiliated with a specific religion or belong to another unspecified religion. Roman Catholic; 34% Source : Germany Review 2007 Y OUTH 3 The main group to which young people relate is the family. [...]
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