Strategic brand management

A recent study carried out by Roland Berger Strategy Consultants has analyzed the habits of more than 9.000 consumers in Austria and in five other Central and Eastern European countries (Croatia, Poland, Romania, the Czech Republic, Hungary). While Austrians and Croatians show a tendency towards minimalism when shopping, Romanians attach great importance to quality and service. Czech consumers are regarded as being rationalists, Hungarians as emotionalists. In Poland, the largest group among purchasers is made up of hedonists.

The study focused on consumers' personal value judgments and needs. Within the Central and Eastern European region, seven archetypes of consumers were identified: hedonists (18%), emotionalists (16%), performers (15%), minimalists (14%), maximalists (13%), rationalists and traditionalists (12% each). "However, the results, although evenly balanced in the overall picture, differ considerably from country to country. Austrian consumers resemble Croatians, but all other countries have their own characteristics", says Dr. Roland Falb, author of the study and managing partner in the Vienna office of Roland Berger.

Speakers:

Kai Howaldt, Partner and Director of the Global Competence Center "Marketing & Sales", Roland Berger Strategy Consultants, Munich

Dr. Roland Falb, Managing Director and Managing Partner, Roland Berger Strategy Consultants, Vienna