Glasses: brand vs. price Germany 2021

In 2021, around 46 percent of respondents in Germany said that the price was more important to them than the brand when buying a pair of glasses. This survey asked people in Germany whether brand or price was more important to them when they were buying a pair of glasses, covering a time period from 2014 to 2022.
The consumption and media analysis (Verbrauchs- und Medienanalyse) VuMA provides information on more than 1,000 brands and almost all products advertised in the media. The report provides data on usage and shopping behavior, media usage as well as opinions and attitudes of the German-speaking population aged 14 years and older.

When you buy glasses, do you pay more attention to the brand or the price?

Characteristic	Brand	Price	Cannot decide
-	-	-	-
-	-	-	-
-	-	-	-
-	-	-	-
-	-	-	-
-	-	-	-
-	-	-	-
-	-	-	-

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Release date

November 2021

More information

Region

Germany

Survey time period

2014 to 2022

Age group

14 years and older

Special properties

German-speaking population

Method of interview

Face-to-face interview

Supplementary notes

Information about the population:
Base: German-speaking population aged 14 years and older in private households at main place of residence in the Federal Republic of Germany.

Information on total sample:
2014: 23,093 respondents, representing 70.53 million people
2015: 23,090 respondents, representing 69.24 million people
2016: 23.102 respondents, representing 69.56 million people
2017: 23.106 respondents, representing 70.09 million people
2018: 23,086 respondents, representing 70.45 million people
2019: 23,120 respondents, representing 70.60 million people
2020: 23,138 respondents, representing 70.63 million people
2021: 23,299 respondents, representing 70.54 million people

The values refer to the following studies:
2014: VuMA 2015; 2015: VuMA 2016; 2016: VuMA 2017; 2017: VuMA 2018; 2018: VuMA 2019; 2019: VuMA 2020; 2020: VuMA 2021; 2021: VuMA 2022

Further information on methodology available here and in the report. Values were rounded for better understanding.

Discrepancies between the totals are due to respondents who picked ‘no answer’.