How Central and Eastern European's consumers behaviors has evolved in 2018 ?

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How Central and Eastern European consumers’ behaviour has evolved in 2018?

Compiled by:

Tobias Hoarau

This project is submitted in part fulfilment of the Degree of Bachelor of Arts (Honours) in Business Studies

Independent College, Dublin

April 2018

Abstract

Till the beginning of 1990s, it was common for the Central European consumers to travel several times a year ten, even hundreds of kilometres to realize their purchases in Austria, in Germany or in Italy.

Although convenience goods became easily available, certain consumer habits inherited from the former system continue. On one hand, the consumers keep realizing their purchases several times a week, by going in stores mostly by foot or by public transportation. On the other hand, the "storage" is still widely practised; it is not rare that a housewife buys three identical clothes or four kilograms of sugar if the price seems advantageous to him.

Beyond these overviews, it is useful to realize analyses since differences in the modes of consumption appear according to countries because of the disparities of purchasing powers, natures of the businesses, the availability of products and behaviour of the consumers.

This paper attends to provide a full understanding of Eastern and Central European way of consumption and its evolution in the purpose to state if this geographical area and its inhabitants’ way of consumption tend to be westernised or if companies have to apprehend it with its own and affirmed characteristics.

It is expected to inform professionals and the readers about how Eastern and Central Europe evolved in terms of behaviour and how it should be apprehended nowadays.

CHAPTER I. INTRODUCTION

TABLE OF CONTENTS

1. OBJECTIVE OF STUDY        5
2. AIMS AND OBJECTIVES        5
3. PURPOSE OF STUDY        5
4. SIGNIFICANCE OF STUDY        6

CHAPTER II. LITERATURE REVIEW

1. INTRODUCTION        7
2. CONSUMER BEHAVIOUR IN CZECH REPUBLIC        7

1. Food purchase habits        7
2. Fashion purchase habits        8
3. Personal care purchase habits        8

1. CONSUMER BEHAVIOUR IN FRANCE        9

1. Food purchase habits        9
2. Fashion purchase habits        10
3. Personal care purchase habits        10

CHAPTER III. METHODOLOGY

3.1 INTRODUCTION        11

1. RESEARCH APPROACH        11
2. DATA COLLECTION METHOD        11

1. SAMPLING        12
2. RESEARCH PROCESS        12
3. DATA ANALYSIS        13

CHAPTER IV. FINDINGS

1. IN CZECH REPUBLIC        14

1. Food purchase habits        14
2. Fashion purchase habits        15
3. Personal care purchase habits        16

1. IN FRANCE        17

1. Food purchase habits        17
2. Fashion purchase habits        18
3. Personal care purchase habits        19

1. ANALYSIS OF THE DATA        20

1. Food purchase habits        20
2. Fashion purchase habits        21
3. Personal care purchase habits        22

1. CONCLUSION        23

CHAPTER V. DISCUSSION OF THE FINDINGS

5.1 DISCUSSION OF THE FINDINGS        24

CHAPTER VI. CONCLUSION, LIMITATIONS & RECOMMANDATIONS

1. CONCLUSION        26
2. LIMITATIONS        27
3. RECOMMENDATIONS        27
4. REFLEXIONS        28

CHAPTER VII. REFLECTIVE DIARY        29

REFERENCES        34

APPENDICES        37

APPENDIX I. QUESTIONNAIRE : CZECH REPUBLIC        37

APPENDIX II. QUESTIONNAIRE : FRANCE        40

APPENDIX III. DATA RESULTS: CZECH REPUBLIC        44

APPENDIX IV. DATA RESULTS: FRANCE        51

Chapter I. Introduction

1. Objective of Study

The objective is to investigate the Eastern European consumers behaviour in 2018. The researcher will take an impartial attitude concerning the research.

1. Aims and Objectives

1. To define what international companies have to take into account in Eastern European Countries in terms of consumers behaviour’s change.
2. To look at Eastern European consumer behaviour in 2017.
3. To discover a real change in Eastern European consumer behaviour in 2017, and be able to say if it’s a market that should be apprehended with its own assumed characteristics or if it’s a market that tend to be westernized.
4. To investigate on how international companies should think the Eastern European market nowadays and in the future.
5. To investigate on how international companies should think the Eastern European market nowadays and in the future.

1. Purpose of study

Leading a research project is part of the main project to complete Business studies. The researcher has a certain curiosity towards marketing and more precisely consumers behaviour and has accumulated knowledge and awareness in this area.

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