Cross-cultural consumer targets in a context of rapid social change

Date of publication: November 1, 1997


This paper is based on a completed study conducted in 1996 and 1997 in Poland, Hungary, the Czech Republic and Slovakia. The general objectives are to identify similarities and differences among the countries and to locate the key dimensions of socio-cultural change. The research focus is on the evolution and differentiation of lifestyles within different social milieus in the four countries. The qualitative methods used are: 100 in-depth face-to-face interviews in each of the four countries, photo documentation of the respondents’ everyday surroundings and a semiotic analysis of the visual documentation.

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