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Title: The changing consumer in Belgium
Authors: Gijsbrechts, Els
SWINNEN, Gilbert 
van Waterschoot, Walter
Issue Date: 1995
Publisher: Elsevier Science Ltd.
Source: International journal of research in marketing, 12(5). p. 389-403
Abstract: Centrally located at the cross-roads of the main European Cultures that constitute its roots, Belgium can in many respects be regarded as a miniature Europe. Indeed, most general economic and consumption tendencies that have a grip over Europe, also reign the Belgian society. Yet, Belgium's macro marketing mix exhibits a number of particular characteristics. The remarkably developed retail apparatus and extensive product assortments are typical of a small but rich consumption society. At the same time, promotional expenditures remain modest, and price competition in major sectors is fierce. In view of the future, the foregoing aspects characterize Belgium as a potentially attractive test market for internationally oriented firms. Conversely, it appears to be an interesting commercial arena only for marketers with high cost efficiency, or with superior targeting skills allowing them to cater to the needs of small market segments with considerable purchasing power.
Keywords: Environmental changes; Belgium; Future consumption; Macro marketing mix
Document URI:
DOI: 10.1016/0167-8116(95)00030-5
Type: Journal Contribution
Appears in Collections:Research publications

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