Main difference between Russian consumers from US

For Russian consumers, it is most important to be able to preserve and emphasize individuality. Such a main difference from American, Chinese and other consumers is named in the study of the Consulting company BCG (there is at the disposal of “Renta.ru”).

Also, the Russians are most of all in the world are ready to spend on the family and it is important for them to maintain communication with the cultural heritage. In addition, the Russians more often suggest that the presence of community support allows them to achieve more. At the same time, they are less than everyone in the world love loneliness, watching sports and afraid of new technologies.

The Russians are extremely important that they are perceived as a separate personality. Attempts by global brands to use common approaches for regions, which are considered similar only to the generally accepted geographical or socio-demographic basis, are doomed to failure, “said the managing director and Partner of the company Maxim Bakhtin.

Total BCG analyzed 18 markets, which account for 60 percent of the global population: Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Japan, Mexico, Nigeria, Russia, Saudi Arabia, South Africa, UAE, United Kingdom and USA.

Closeart of Russian consumers to Italy. The level of correlation here was 74 percent. The most significant similarity was between consumers in the United States, Canada, Australia and the United Kingdom – countries with a common cultural heritage (correlation at the level of 93-96 percent).

/Media reports.