The emerging middle class in Russia: Metamorphose of brand perception

This presentation explores the emergence of the middle class consumer in Russia following the development of capitalistic consumerism in the country.

The emerging middle class in Russia: Metamorphose of brand perception

Marina SimakovaO+K, RussiaYannis KavounisThe Futures Company, UK

INTRODUCTION

Middle class consumers have garnered a high degree of interest from researchers all over the world as they tend to be keen participants of massive global trends in consumption. In Russia, the middle class was elusive for many years under the socialist regime, so was mainly conjured in the imagination of theorists and general observers. Today it seems to be developing as socio-economic phenomena that merit closer consideration.

This qualitative research study was initiated by an international producer of...

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