Comparison of Consumer Behaviors in Western and Eastern Europe

Berezhko, Ganna

The goal of my Diploma Thesis is to provide future investors, individuals who would like to start their business in Western or Eastern Europe with characteristics of the consumer market in these regions. Since if you start a business in a region with which you are not familiar, it is one of the golden rules to conduct a research in order to understand the political, economic, social environments, the level of the technology development etc. of the chosen countries. There are lots of factors which have to be studied in order to be successful in the market which is new for the company. My Thesis gives the portraits of the modern consumers in the West and East of Europe and obviously, provides with the deep analysis of the economy; geography; demographics; social class; consumer psychographics, religion, lifestyles etc. in the specific regions in the East and West of Europe. I also concentrated my analysis mostly on two countries -- Austria and Ukraine, since they are the bright representatives in their regions. And I gave a deep comparison of the consumer behaviors specifically in these countries. Consequently, after getting acquainted with this work, the interested individuals will be familiar with what to expect from consumer behavior in the regions which I analyzed, which factors to take into consideration when launching their businesses the first time in these parts of Europe.

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