Reaching the Consumer in Austria

Overview by

Marketing Opportunities

Growing Sectors
Advertising services, Aircrafts and parts, Computer & Software, Drugs & pharmaceuticals, Renewable energy, Telecommunication, Tourism, etc.
Consumer Behavior
The traditional buyer-seller relationship (whereby the buyer is considered to do a favour to the seller) still exists in Austria to a large extent, though the concept is now changing especially among the young generation. Thus companies should refrain from hard sell practices which could backfire
Consumer Profile and Purchasing Power
Price is an important factor in consumer’s choice.  The country is witnessing paradigm shift where in price has become the focus instead of quality and personal relationship.
Still the per capita income in Austria is high and consumers are rich, sophisticated and highly diverse in their interests and tastes.
Consumer Recourse to Credit
Austrians tend to use cash rather than credit or debit card, though the trend is now changing.
Consumers Associations
VKI , Consumers Association of Austria

Media in Which to Advertise

Advertising spending on television has also come down from 22 to just below 19%.
Print media in the past accounted for more than half of all advertising spending. However, it is coming down with advancement of other modes of advertising.
Direct mail and flyers together account for 17% of total advertising spending.
In Transportation Venues
Though, accounting for only 6% of advertising spending it remains a permanent choice.
Radio advertising accounts for around 6 % of advertising spending, slightly down from 7% in 2005.
New Technologies (E-Marketing, SMS, etc.)
A very limited choice and accounts for 1.25% of total advertising market.
Main Advertising Agencies

Main Principles of Advertising Regulations

Law prohibits the advertising of hard liquor on television and radio.
The EU Tobacco Advertising Directive bans tobacco advertising in printed media, radio, and internet. Tobacco advertising on television has been banned in the EU.
Council Directive 2001/83/EC regulates the advertising of medicinal products. Market authorization is necessary for advertising of medicinal products.  Supply of free samples is restricted.
Other Rules
Visit Ae Forum
Use of Foreign Languages in Advertisement
Commercials must always include Austrian language.
Organizations Regulating Advertising
Austrian Advertising Council
Federal Ministry of Economic and Labour Affairs

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