A comparison of the purchasing and consumption behaviour of Slovenian and other Eastern European consumers
Abstract
Formation of a single market within the EU and democratisation and development of a market economy in Eastern Europe undoubtedly enhance standardisation of marketing in the European area. Multinational companies planning to enter the Eastern European market frequently assume that this region is culturally and economically undifferentiated. The purpose of the study is to analyze whether the purchasing and consumption behaviour of Slovene consumers is similar to that of consumers from other Eastern European countries. The attention is focused on the following five dimensions: orientation towards domestic brands versus Western brands, experimentation with unknown brands and new products; brand loyalty; quality orientation and quality indicators; and price sensitivity.
Keywords
Citation
Rojsek, I. (2001), "A comparison of the purchasing and consumption behaviour of Slovenian and other Eastern European consumers", International Marketing Review, Vol. 18 No. 5, pp. 509-520. https://doi.org/10.1108/EUM0000000006043
Publisher
:MCB UP Ltd
Copyright © 2001, MCB UP Limited