Abstract
The economic reforms sweeping Eastern Europe and the former Soviet
Union point to a critical need for consumer‐based market research in the
region. In this study, conjoint analysis was used to analyse Russian (
n=88), Polish (n=77), and Hungarian (n=113)
consumers′ decision behaviour in a single product category, colour
televisions. Of particular interest were the separate and joint roles
played by brand name and country of origin in the decision processes of
former Socialist consumers. The results show that Russian and Polish
consumers place considerable emphasis on the product′s place of
manufacture, while the Hungarians were more “functional” in
their decision strategy, focusing on the product′s intrinsic properties.
Contrary to expectations, brand name was less important than other
attributes in the decision making of all three groups. Each group also
showed minimal concern with the interaction between brand name and
country of origin. Discusses implications for Western firms which are
seeking market and investment opportunities in the former Eastern Bloc.
Subject
Marketing,Business and International Management
Cited by
101 articles.
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