Summary
This document is a guide detailing the GfK Purchasing Power Europe dataset and its applications for businesses. It outlines how the dataset can assist in market analyses by revealing disposable income available for retail purchases based on geographic location, thereby helping companies identify where to focus their sales and marketing efforts. The guide explains the importance of sales territory planning, emphasizing how businesses can create balanced territories across Europe using purchasing power data. Additionally, it discusses sales controlling, allowing companies to assess market exploitation by comparing turnover results with market data. The document also covers location planning, indicating how to identify promising sites for new branches based on purchasing power metrics. Furthermore, it highlights the role of direct marketing in targeting specific regions with high purchasing potential. The guide emphasizes the dataset's annual updates and the rigorous research behind its accuracy, ensuring businesses can make informed decisions based on reliable data.
