East European retailing: a consumer perspective

Describes an extensive consumer survey carried out in 1993 in Bulgaria, the Czech Republic and Hungary. Empirical findings provide an understanding of the food retail systems in Eastern Europe, consumer behaviour and consumer satisfaction with the various forms of food retailing. The cross‐cultural descriptive comparisons support and expand on current literature in East European retail systems, and bridge an information gap by incorporating East European consumer views. The analysis is particularly useful for domestic and international retailers when considering their development strategies. Primary findings show that frequency of shopping (the majority shop at least three times a week) and distance to shop (within walking distance) is due to lack of an adequate domestic infrastructure. Surprisingly, the majority of Bulgarians and Czechs use private shops most often, whereas state‐owned stores seem to be prevalent in Hungary. Perceptions of stores in terms of layout, cleanliness, atmosphere, good service, quality foods, good variety of foods, favour private shops and mirror Western perceptions about the substandard nature of Communist food retailing. Hungary is exceptional in that the best prices are perceived in state‐owned shops.