Abstract
Little consumer research has been conducted in transitional economies, and even less with broadly representative groups of consumers. That is unfortunate from a practical point of view. Significant commercial opportunities are emerging as transitional economies increasingly move from a product(ion)-orientation to a market-orientation in which consumer desires become paramount and as economic systems that were geared toward fulfilling the needs of the state and of a privileged minority of its population embrace the needs of a wider population. Clearly, although many transitional economies have a long way to go, the economic importance of these countries is growing rapidly.
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Burgess, S.M., Steenkamp, JB.E.M. (1999). Value Priorities and Consumer Behavior in a Transitional Economy. In: Batra, R. (eds) Marketing Issues in Transitional Economies. Springer, Boston, MA. https://doi.org/10.1007/978-1-4615-5009-9_5
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