German PV market by far one of the world's biggest sales markets

DUBLIN, IRELAND: Research and Markets has announced the addition of the "BrandMonitor 2008/2009 -- Germany" report to its offering.

The German photovoltaic market is by far one of the biggest sales markets in the world. At the same time, the competition for consumers is already increasing in Germany.

At present, the market is changing. Sometimes the cost is regarded as the only criterion for purchase decisions. From the point of view of market research it is important not to underestimate the complexity of purchasing behavior.

Solely focusing on pricing does not necessarily result in sustainable market penetration, especially for complex products. With more than 350 cell and module manufacturers all over the world, the creation of suitable unique selling propositions might be problematic.

So far, the question of brand and brand awareness has only been discussed marginally within the photovoltaic sector.

It seems like the perception of the branch is dominated by the idea that solar products are simple consumer goods for which the brand plays a minor role. This fact corresponds with the general market development: a high demand of end customers meets with a still higher offer of solar producers.

New solar producers want to sustain their position toward well established solar brands and challenge them. Therefore, brand image and brand awareness play a even more important role nowadays when its about positioning of the own company in the market.

In case of corresponding product availability, the brand promise is a solid factor in the purchase process. The brand acquaintance is a positive factor in the selection process.

The main brand function is risk reduction of an investment for 20 years and a payback period of long above 10 years. Building up a brand is a sensitive and an interminable process. The present study is an essential support for companies on that way.