The westernization of consumer goods markets in Central and Eastern Europe

In the literature on marketing in CEE little attention has been paid so far to the fundamental changes in market structures and consumption patterns that have occurred in this region in the last 15 years. In this study the diffusion of Western brands of the fast moving consumer goods sector in selected reforming countries of CEE is analyzed. The assumed Westernization of buying patterns can be supported for the most part. In particular, in product categories that are less culture bound, Western brands prevail. However, there is no clear evidence of the expected positive correlation between the level of economic development and a higher demand for Western brands. Furthermore, the intense use of "multi-tier" product and brand strategies in those product categories in which consumers show a strong preference for local products is documented.