The survey of almost 1,800 consumers in German-speaking and French-speaking Switzerland formed the basis used by Prof. Dr. Thomas Rudolph and Dr. Maximilian Weber to explain consumer expectations in the retail sector. The authors point out that purchasing behavior is constantly changing and that knowledge of customer needs and trends in purchasing behavior is key to building competitive advantages.

The study is aimed at practitioners working in the sporting goods industry. At the same time, the Research Center for Retail Management at the University of St. Gallen has also conducted studies on consumer trends in the food, furniture, electronics and clothing retail sectors.

The studies regularly cost CHF 69, but can be ordered for CHF 49 using a coupon sent to selected industry participants. The contact details are as follows: handelsmanagement@unisg.ch oder Fax 071 224 71 94.

www.irm.unisg.ch