Abstract:
The constructs of individualism-collectivism are examined as a basis for understanding Social Change and emergent Consumer Segmentations in Central Eastern Europe. These cultural values at a macro level drive the emergence of consumer segmentations, their needs, values and social behaviours at a micro, group level of influence. Differences in consumer social behaviours vary by context, emotional attachment to in-groups as role models, and the underlying meanings that are applied to them. Individualism-collectivism offers a deeper understanding of the psychology and needs of the Eastern European Consumer, which can be applied to marketing and advertising issues. Directions for further research are discussed.
Research Papers
Beyond post-perestroika Russia and post-communism Eastern Europe
Catalogue: CEE Conference 1995: Towards A Market Economy
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Company: QRi Consulting Ltd.
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The fragrance cocktail
Catalogue: Fragrance 2009: The Trends Mistral
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Research Papers
Mapping cultural values for global marketing and advertising
Catalogue: New Monograph Series Vol.8: International Marketing Research
Author: Marieke de Mooij
 
September 1, 1999
