[Analysis] MediaMarkt is “top of mind,” but Bol takes the revenue

MediaMarkt is considered the best-known electronics brand among Dutch consumers, but Bol attracts the most buyers. Research by Behavio shows how strongly a retailer’s origins still influence its market position.

Origin determines position

MediaMarkt has the highest mental availability in the Dutch electronics market: 74% of respondents think of the chain when they think of electronics. Yet 71% shop at Bol, compared to 63% at MediaMarkt. Bol also enjoys the most favorability, with a score of 85%.