Transforming the Consumer in Russia and Eastern Europe

Abstract

Centres on the transformation of the consumer in Russia, Hungary and Poland. Reports on a study, carried out in co‐operation with scholars in these countries, which uses focus groups to outline the impact on consumers of the transformation to a market economy, and discusses the adjustments these consumers have been making in response to new economic realities. Concludes with research propositions and by pointing out implications for international marketing managers.

Citation

Shama, A. (1992), "Transforming the Consumer in Russia and Eastern Europe", International Marketing Review, Vol. 9 No. 5. https://doi.org/10.1108/02651339210020286