The emerging middle class in Russia: Metamorphose of brand perception

Marina Simakova
O+K, Russia
Yannis Kavounis
The Futures Company, UK


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 alcohol that wanted to focus on emerging middle class consumers as a potentially growing target audience, and which was poorly known at the time and demanding explorative inquiry.

The research study was based on conjectural questions, covering key areas of interest: