Insights into the purchase decision process of low income customers in Central and Eastern Europe

This paper describes research that has been carried out by INCOMA Research for Unilever Home and Personal Care division to increase understanding of low income consumers in Central and Eastern Europe.

Insights into the purchase decision process of low income customers in Central and Eastern Europe

Alexandra WrenUnilever, Czech Republic

Toméš Drtina and Naděžda OdlovéINCOMA Research, Czech Republic

THE CHANGING SHOPPING HABITS IN CENTRAL AND EASTERN EUROPE

In the past decade, the retail structure in the region of Central and Eastern Europe has changed dramatically. The region has become an active battlefield for international retail multiples. New modern retail formats have shown phenomenal development, with an enormous impact on shopping patterns of population in this region.

We can use the Czech Republic as an example: the first...

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