search query: @author Grunert, K. / total: 3
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| Author: | Grunert, K. |
| Title: | The changing consumer in Germany |
| Journal: | International Journal of Research in Marketing
1995 : DEC, VOL. 12:5, p. 417-434 |
| Index terms: | MARKETING RESEARCH CONSUMER BEHAVIOUR GERMANY |
| Language: | eng |
| Abstract: | Changes in economic, demographic, and cultural factors in West Germany during the past decades are briefly described, as well as changes in consumption patterns and the way the major marketing variables have been used and implemented. Special attention is paid to the upheavals caused by the German reunification. Implications of the changes for consumer behavior as well as future trends and expectations are summarized. Implications for marketing management are drawn by proposing eight bipolar constructs. |
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