A comparative analysis of the influence of economic culture on East and West German consumers' subjective product meanings

Consumers in central planning economies have developed different skills fro m consumers in market economies: while the former have developed skills in locating products, the latter have developed skills in comparing and decidi ng between products. In the food area, the former East Germany was characte rised by a range of products that was quantitatively sufficient, but offere d little variety and had low to medium quality. Products were sold at unifo rm prices in the whole country. Now, the variety and quality range of produ cts is the same as in the West, and there are considerable price difference s. Differences between East and West German consumer were analysed by compa ring samples of consumers in Kiel and Restock. It was analysed how they per ceive food products (frozen ready meals and cheese), and how they relate th em to values (using a means-end approach). While product perceptions are mo re focused in the West and more fuzzy in the East, the basic perceptual dim ensions are the same: they are based on concrete product attributes. An ana lysis of the fundamental life values of East and West German consumers (usi ng the Schwartz Value Inventory) showed that the East German sample scored higher on individualistic values. An analysis of how consumers link concret e product attributes to fundamental life values showed that (1) there are s light differences in values, (2) West German respondents got to the value l evel more quickly, (3) West German respondents started with more abstract a ttributes. These differences indicate that East German consumers, compared to West German consumers, are at a lower level of habitualisation of their shopping behaviour. While the purchase of food products in West Germany is to a large extent characterised by low involvement and inertia, the same pu rchases in East Germany seem to be characterised by high involvement and re al decision making. These differences have implications for appropriate mar keting communication. The West German food consumer will generally be diffi cult to influence, because s/he is not highly interested in the product, an d communication therefore requires media and messages that attract attentio n, are based on peripheral (e.g. emotional) cues, and are highly repetitive . East German food consumers will be interested in the product and in infor mation about the product, and communication should therefore be more inform ative, based on functional product attributes.