Belgium - Selling Factors and TechniquesBelgium - Selling Factors
It is important to remember that Dutch, French, and (to a very limited extent) German language divisions define consumer characteristics in the Belgian market. At the industrial level, where price and technical factors are usually paramount, the language issue is not particularly significant. At the consumer level however, issues such as labeling and marketing strategies take on greater weight. In both instances, language can influence the personal relationships between buyers and sellers, so it is necessary to determine whether importers and distributors can service the entire Belgian market.
The prevailing Belgian law for labeling simply requires that consumers of the targeted market must be able to read the product information. Typically this has been Dutch in the northern half of Belgium (Flanders), French in the southern half of Belgium (Wallonia), and German in two small communities of German-speaking Belgians on the Belgium-German border. Generally both Dutch and French appear on all products sold in the Belgium market and should be the most prudent option for all newcomers. Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.
The prevailing Belgian law for labeling simply requires that consumers of the targeted market must be able to read the product information. Typically this has been Dutch in the northern half of Belgium (Flanders), French in the southern half of Belgium (Wallonia), and German in two small communities of German-speaking Belgians on the Belgium-German border. Generally both Dutch and French appear on all products sold in the Belgium market and should be the most prudent option for all newcomers. Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.