|Author(s): Katarzyna Gawlik, Beata Gers
Collection: CEE research Forum 2012 - Global fuel for local boost!
Keywords: In-Depth Interviews, Ethnographic Research, Observational Research
ESOMAR Best Paper Award 2011/2012
|PDF version (download)|
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Crisis is a word increasingly repeated in every day discourse. This results in a growing number of people experiencing situations previously reserved for the low segment: a sense of uncertainty, of having limited influence on one’s own fortunes, and a lack of control over one’s financial condition. This is causing consumer strategies identified in the low segment to also be reflected more and more broadly in higher consumer segments. Besides – can one still talk today about distinct and clearly-separated consumer segments, such as “low” or “premium?”