Tell me what you read and I'll tell you what you buy

Among other things, Mach Basic also contains basic data on media users' product interests. However, if you want to take a more detailed look at the target groups, you have to turn to Mach Consumer. With data from over 11,000 interviews, this is the largest consumer study in Switzerland. It links the purchasing behavior and media usage of the Swiss population. In addition to the purchasing behavior of the respective target group, the study also shows which titles can be used to reach these groups most efficiently.Anyone who wants to launch a product on the market informs themselves in advance about the needs, inclinations and habits of consumers. That's why marketing strategists need research results that shed more light on consumer behavior. For the advertising-relevant markets covered by Mach Consumer, information includes: How many consumers buy a particular product or use a particular service? Which retail stores do they visit? In addition, the Mach Consumer also contains data on the media usage of the target groups. The results of Mach Consumer come from a representative sample survey of the Swiss resident population aged 14 and over. Around 23,000 telephone interviews are conducted regularly throughout the year to research the media behavior of the Swiss. The results of these interviews are published in Mach Basic, the Swiss reach study. Every two years, half of the 23000 people interviewed each year provide written information about their consumption behavior, answering a detailed questionnaire covering all advertising-relevant submarkets. The analysis of these questionnaires is published in Mach Consumer. In the interim years, in which consumer behavior is not re-surveyed, the media values of the Mach Basic, which is re-surveyed annually, are adjusted. Further information can be found at www.wemf.ch.
Cars
Strongly interested in cars, 18- to 34-y, HHE 8000+.
Affinity to range within projection
Population Target group (in %) '000
Facts 166 21.3 49
NZZ Folio 105 16.4 38
Film coming soon 228 15.6 36
Balance 134 15.0 35
Youth pool Basic 355 14.3 33
The World Week 103 11.0 25
The magazine 76 9.3 21
Cosmopolitan 186 9.1 21
Beautiful living 78 9.0 21
Annabelle 81 7.2 16
Good News Magazine 187 5.5 13
Bolero 109 2.6 6
Raised first floor 104 1.3 3
Source: Mach 2003
(WW)