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Insights into the purchase decision process of low income customers in Central and Eastern Europe

Date of publication: April 19, 2005

Catalogue: ESOMAR Retailing Industry Conference 2005

Companies: Unilever,

Authors: Alexandra Wren, Nadezda Odlova, Tomás Drtina

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.

Alexandra Wren

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Nadezda Odlova

Author

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Tomás Drtina

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Wren, Odlova and Drtina (2005a, April 19). Insights into the purchase decision process of low income customers in Central and Eastern Europe. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/consumer-patriotism-in-central-and-eastern-europe