What “Splendid Research” investigates and identifies here is extremely characteristic of German consumer behavior. The importance of seals: “They showcase packaging, decorate a variety of products and classify services: labels are an indispensable part of trade and services. The customer receives information about the quality of consumer goods through them and thus has the opportunity to make his purchasing decision. For a company such a classification initially costs money, but it can then filter out a unique selling point, which increases the customer’s willingness to buy.

The new edition of the study “Seal of Approval Monitor” provides a detailed overview of which reputation seals consumers – both industry, seal and cross-product. Especially against the background of the data already collected two years ago, companies can understand the development of key specific indicators. In addition, the neutral facts gained help companies to choose the most appropriate seal of approval for them.

In its representative study, the market research institute SPLENDID RESEARCH surveyed a total of 1,223 Germans on the subject of the “quality label”. It was about 40 product and service seals: how trustworthy are the seals? What effect does a particular seal have on customers’ willingness to buy and the image of the product? Can consumers even classify the different seals correctly? These and many other aspects are examined and taken into account by the Seal of Approval Monitor 2018.

Quality seals generally increase the customer’s willingness to buy

Not surprisingly, the purchase probability of a product increases by 5.4 percent once it has been awarded a seal. Study director Thilo Kampffmeyer says: “Marketing is already doing a great job here – the consumer gives the seal its trust.” It does not even matter at first which seal it is. If the customer has previously dealt with this fact, his willingness to pay only increases by 2.7 percent. For companies, that means in plain language: A seal is better than no seal.

Knownness of seals: Leaders are Stiftung Warentest and Bio-Siegel

Nevertheless, there are seals of approval, which enjoy special trust among the German citizens and have a high level of recognition: As in the previous survey, the top sellers in terms of awareness are still Stiftung Warentest and the German state organic seal. Consumers thus give their highest trust to the state and its supervisory authorities. These results also go hand in hand with the proportion of buyers who have chosen products that have been awarded these seals.

Without GMO seal gains nearly 22 percent in popularity

The biggest winner in terms of notoriety is the non-GM label with a healthy increase of 21.8 percent compared to 2016. The number of buyers also increased, albeit only slightly, by two percent. “A possible reason for the stark increase in the popularity of the GMO seal may be the political controversy over the ban on GM maize and the new bill in this regard,” speculates study leader Thilo Kampffmeyer. The seal deals with a topic that moved consumers.

Gütesiegelvergabe in comparison: Germans distrust private testing institutes

As mentioned earlier, established and state-sponsored seals enjoy the highest level of trust among German citizens. Stiftung Warentest, TÜV Rheinland and GS (tested safety) are the top ranks here. On the other hand, Germans regard private test institutes and manufacturers, who award their own seals, with great skepticism. Nevertheless, very few consumers can assess which type of institution is behind which seal.

From seal to product closed – Image transfer common

Nevertheless, the image of a seal often transfers to the product. It does not matter whether this image now corresponds to reality or whether the citizens have formed it only in their minds. A concrete example: If a hair dryer receives the TÜV Rheinland mark of approval, 83 percent of Germans claim that it has a “high safety standard”. Without seal, this number is only 54 percent.

Quality seal – funds for companies to increase sales

Certificates of quality have thus demonstrably and as already observed in 2016, an influence on the purchasing decision of the German citizens as well as the willingness to pay more for a product or service. However, this can not be generalized, but requires a detailed examination of seal, customer and product. “