search query: @author Strübing, M. / total: 1
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| Author: | Strübing, M. |
| Title: | Kundengerechte Textgestaltung Verständlichkeit von Katalogtexten und Kaufverhalten |
| Journal: | Zeitschrift für Betriebswirtschaft
1992 : FEB, VOL. 62:2, p. 159-174 |
| Index terms: | MARKET RESEARCH SALES TRADE DEPARTMENT STORES |
| Language: | ger |
| Abstract: | The correlation between sales of a department store and the text of its catalogue is analyzed. Not intelligible texts don't necessarily mean that the distributor cannot sell the items. French as a dominant language describing an article is accepted by German customers because France is the country of the fashion, but English is not. However, German texts may not be intelligible either, because of the use of foreign words. It is shown that if text writers were more sensitive to the problem of intelligibility of their catalogue texts, the firm would increase its sales by 2,5 p.c. |
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