The case highlights the issues regarding the examination of consumer behavior in the Third World and Eastern Europe. So the A-B-C-D paradigm was used to give information related to the consumer behavior in Eastern Europe and Third World. The A-B-C-D paradigm provides four different stages; these stages include access, buying behavior, consumption characteristics and disposal. Through these stages marketers can gain better insight about the behavior of consumers. Considering the Access stage, different ways for accessing the Third World and Eastern Europe markets are very well defined. Describing the types of accesses like Economical Access and Physical Access, gives a clear picture of how to properly access the market.
Though, different issues are clearly defined which arise in the access, but the issues like crimes and political instability are not defined in the case. The crime is the major issue which is an obstacle for the physical access in the Third World and Eastern Europe. Moreover, the political stability was also supposed to be discussed in the case. Moreover, the taxes, duties and legislation imposed by the governments and how to overcome these problems was not elaborated. Whereas, there are many other problems in distribution which were not properly defined.The writer was supposed to highlight the ways, through which obstacles in physical access are opportunities for Western Companies.
In the second stage, Buying Behavior, the writer successfully compiled the vast topic of Buying Behavior into three dimensions. These dimensions include consumer perception, consumer loyalty and attitude towards marketing. Though consumer perception was comprehensively defined, but there should be some recommendations given to help the writer in assessing the product’s advertising and promotion. The writer should have recommended the options which can be used as an alternative to the price-quality relationship and also the different way through which the word-of-mouth communication can be made effective. If psychological variables and social norms have an impact on the consumer behavior, then what kind of measures should be taken to tackle those variables and social norms?
Whereas in the third stage, the consumption characteristics are properly defined and gives a clear picture that how the consumption characteristics can be understood by the marketers. The impact of culture on consumption patterns was clearly elaborated by the writer. The variety of social class was effectively used by the writer to explain its impact on the consumption pattern. The writer outrageously used the blend of social classes like lower class, middle class and upper class for clarifying the impact of these classes on the consumption of the consumers. Moreover, highlighting the part of the rural sector in the Third World and Eastern Europe was a smart move by the writer for the understanding of consumption patterns. Despite the great efforts by the writer, some of the variables lacked in reflecting the clear picture of consumption patterns.The trends of rural areas help in understanding the consumption patterns, but if one or two more trends were added of rural areas, it would have been quite helpful in understanding the consumption patterns.
In the Disposal stage, the writer highlighted some very important points which are vital in understanding the consumption behavior for the marketers. The writer focused on the recycling of the products, which have great importance in the disposal. The importance of recycling was described and what are the obstacles in recycling of products in the Third World and Eastern Europe, were also clarified. Moreover, the writer gave an overview through the examples of India and Ghana, that what was the position of recycling in those countries. The writer sheds some light on how the companies dispose their toxic waste in Third World countries. The educational level of consumers in the Third World was quite low, so they were not aware of the dangerous chemicals........................
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