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Examines food distribution in Hungary as a case study for changes occurring in Eastern European food markets. The analysis is based on models of evolution of food distribution structures. Data for the study was assembled from a wide range of Western and Eastern publications. This information is supplemented by means of extensive interviews with both state and private experts in Hungary. The outcome is a comprehensive statement of the structure of food distribution at retail, wholesale, processing, and farm levels. The estimates presented here are believed to be considerably more accurate than in earlier reports. This is employed to locate both food manufacturing and food distribution within the evolutionary model; and to forecast its likely evolution. Concludes that Hungary will develop in the direction of Western food distribution patterns, and that while it is estimated to be currently approximately 25 years behind the West, will rapidly catch up. The country still needs to restructure agricultural production but will also have to change its product mix to include foods that appeal to the Western world, increase the quality and range of foods currently offered, and develop high‐value niche markets.

Marketing research has focussed more on in-group favoritism and out-group derogation (i.e. ethnocentrism) than out-group favoritism and in-group derogation (i.e. xenocentrism). The purpose of this paper is to explore the xenocentric behavior in the consumer sphere to explain why some consumers have a bias for foreign products even when domestic ones are qualitatively similar or better. As the Chinese economy has experienced more than three decades of near double-digit growth and increased openness to foreign products, it is important to examine phenomena related to the formation of Chinese attitudes toward foreign products with the rising tensions between the seemingly irreversible globalization and Chinese re-awakening nationalism.

This study is based on a review of the extant literature and focus groups in three cities in China.

This study has found that consumer xenocentrism (CX) is prevalent in China, especially among the new emerging wealthy classes, younger consumers, and the local elite. It appears that Chinese consumers are psychologically or sociologically orientated or predisposed toward foreign (Western) goods. The findings from this study suggest that both consumer ethnocentrism and CX are possible or even expected. The short review of Chinese history presented here has shown that these phenomena can be explained by traditional in-group/out-group theories. Specifically, when there are too many xenocentrics, national esteem is threatened and this prompts many individuals to become more ethnocentric.

This study is based on the literature and focus groups data, hence, the findings are not intended to be generalizable.

The findings from this study should be of interest to business practitioners and policy makers.

The historical and cultural perspectives taken in this study indicate that understanding consumers’ xenocentric behavior entails knowledge and deep understanding of how cultural values and contemporary social-political forces interplay within consumers’ formation and change of attitudes toward the choice of domestic and foreign products.

This study shows that the ability of foreign products to meet the individual’s need or enhance his/her self-esteem more so than domestic products is indicative of something more than simply an international, cosmopolitan, or modern orientation. The fact that consumer foreign bias is found with both mundane and widely available products, expensive and inexpensive products, and conspicuous and non-conspicuous goods challenges the assumption that this phenomenon is simply traditional prestige-consumption behavior. Future research needs to be directed at measuring the CX construct and examine potential antecedents of such a behavior.

Describes an extensive consumer survey carried out in 1993 in Bulgaria, the Czech Republic and Hungary. Empirical findings provide an understanding of the food retail systems in Eastern Europe, consumer behaviour and consumer satisfaction with the various forms of food retailing. The cross‐cultural descriptive comparisons support and expand on current literature in East European retail systems, and bridge an information gap by incorporating East European consumer views. The analysis is particularly useful for domestic and international retailers when considering their development strategies. Primary findings show that frequency of shopping (the majority shop at least three times a week) and distance to shop (within walking distance) is due to lack of an adequate domestic infrastructure. Surprisingly, the majority of Bulgarians and Czechs use private shops most often, whereas state‐owned stores seem to be prevalent in Hungary. Perceptions of stores in terms of layout, cleanliness, atmosphere, good service, quality foods, good variety of foods, favour private shops and mirror Western perceptions about the substandard nature of Communist food retailing. Hungary is exceptional in that the best prices are perceived in state‐owned shops.