Russia's new lifestyle elites: from show-off to sophistication
Carsten AschebergSIGMA Institute, Germany
SIGMA SENSOR RESEARCH FOR THE AUTOMOTIVE INDUSTRY: THE BRICS
It is a truism of market research – and this is nothing new – that the socio-cultural identity of the consumer is carrying more and more weight in the selection of products, brands or services. This rule applies particularly to mature consumer societies but is also increasingly valid for the evolving consumer goods markets all over the world, the BRICS included. As such, it is merely a further truism to say that also in those quickly changing markets...