To read the full version of this content please select one of the options below:

Transforming the Consumer in Russia and Eastern Europe

International Marketing Review

ISSN: 0265-1335

Article publication date: 1 May 1992

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.

Keywords

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

Publisher

:

MCB UP Ltd

Copyright © 1992, MCB UP Limited