Russia’s new lifestyle elites: from show-off to sophistication

Over two-thirds of Russians buying new cars say it is the single product that best allows them to express their personality.

Russia's new lifestyle elites: from show-off to sophistication

Carsten AschebergSIGMA Institute, Germany


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...

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