A socio-cultural typology of the mazowsze region in Poland, compared with Western European typologies

Jacek Dohnalik and Stefano Magistretti

The paper is divided in three parts. A short introduction explains the uses of sociocultural variables and typologies in Western Europe.

A Sociocultural Typology of the Mazowsze Region in Poland, Compared with Western European Typologies.

Stefano MagistrettiMINSK s.a.s., Universita di Urbino, Italy andJacek DohnalikPENTOR, Poland

'SOCIOCULTURAL' VARIABLES AND TYPOLOGIES

Since the Seventies, market researchers in Western Europe (and in the US, of course) have begun to realize that traditional sociodemographic factors – like age, sex, education, region, city size, social class, even income – fail to explain and identify satisfactorily consumers' behaviours, choices and lifestyles.

This is in part the result of a trend towards homogeneity: to a certain extent, people eat similar foods, buy similar clothes,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands