Consumer Research: Necessity or Luxury in Eastern Europe?

Abstract

In Western Europe extensive use of sophisticated market research as measured against the financial implications of even small changes in market share still means that the cost of research is modest. Is such detailed research relevant, accurate or necessary in East European markets, where supply is short and choice limited? Presents the arguments against research being carried out in these countries and the good reasons why consumer preferences should be sought at this time. In some countries, the range of food products available is increasing rapidly. Capital investment has to be made now to meet demand in a few years time. Being seen to consult the population helps to overcome philosophical and political difficulties. In 1992 the Produce Studies Group carried out the first major consumer survey of consumers in the Ukraine capital, Kiev. The project presented logistical and technical problems, but the results did establish preferences for certain products. Shows that Eastern Europe cannot be treated as a single, uniform market as different countries are at different stages of development. However, as technology progresses it is likely that decades of change in the West will be encapsulated in a much shorter time period in the East. This rapid change means getting investment decisions and product ranges right now. Identifying and understanding the needs of the consumer will be more, not less important than it is in the mature markets of the West.

Citation

Biggs, H. (1993), "Consumer Research: Necessity or Luxury in Eastern Europe?", British Food Journal, Vol. 95 No. 7, pp. 30-32. https://doi.org/10.1108/EUM0000000002375