Abstract:

This paper describes research that has been carried out by INCOMA Research for Unilever Home and Personal Care division to increase understanding of low income consumers in Central and Eastern Europe. Research focussed on how low income consumers choose to shop and how they prioritise their spending. A mixed methodology was used, including ethnographic observations and semi-structured interviews.Qualitative findings were integrated with Gfk Consumer Panel data to provide robust insight into low income consumer spending and shopping patterns.