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GfK Acquires Beyen Marktforschung
Beyen Marktforschung GmbH is the latest addition to GfK's Retail and Technology division in Germany. The company specializes in continuous pricing research in electronic consumer goods retail, with a focus on price-related advertising and promotional activities.
Beyen Marktforschung, based in Düsseldorf, collects the prices of electronic consumer goods in various forms of retail as well as in wholesale companies and analyses the effects of special offers as a means of advertising or in terms of promotional campaigns. Continuous data collection is carried out in Germany, Austria, France, Italy, UK, Netherlands, Eastern Europe but also USA and Canada.
With effect from the beginning of the year, the company, established in 1986, is now wholly owned by GfK. With a staff complement of almost 60, Beyen achieved sales of an estimated Euro 3.9 million in 2004. The newly acquired company will be integrated into IFR, another company of the GfK Group which carries out continuous retail research into the pricing and shelf analysis of electrical household appliances, consumer electronics and IT and communication products in 18 countries in Europe and Asia.
Nicolas Brouet, Chairman of the IFR Group, commented, 'The acquisition of Beyen Marktforschung will enable us to offer clients a better and more comprehensive service. This refers, in particular, to market information about promotional activities in consumer electronics markets in Europe and the USA'. Gérard Hermet, the Management Board member responsible for the Retail and Technology division, added: 'The synergies between Beyen Marktforschung and the IFR Group will strengthen the division's positioning in Europe and the USA'.
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