Insights Into Russia’s Consumer Values
Family and Friends: Home shopping is becoming increasingly popular in Russia as there is a long tradition of accessing goods and services from a network of family and friends. Home shopping does not refer to the phenomena of home shopping channels, but instead to sales people coming to a person’s home to sell goods. (Euromonitor, 2006)
Fashion: Clothing and following the European fashion trends are considered an important sign of status. (Culture Grams, 2008)
Convenience: Russian consumers are likely to shop at small shops close to their homes because it is more convenient than going to a store that is out-of-town or further away. (Euromonitor, 2006)
Price: Russian consumers are price sensitive and want to get the most for their money. (Euromonitor, 2006)
Russian Brands: The perception is that Russian brands are considerably less expensive than their foreign counterparts. Moreover, it is considered patriotic to purchase domestic brands. They are considered healthier as they are made from local ingredients. (www.region-media.ru/behavior.php, 2007)
