According to the survey, BCG analysts found out what factors determine consumer choice in different regions. It turned out that buyers from Russia and the United States generally differ in tastes, ways of thinking, and mechanisms for choosing goods. But when it comes to luxury goods, both Russians and Americans are very similar.
Also, some similarities were found between Russian and Italian consumers. But in general, Italians differ from Russians by 74%: in Italy, in particular, people like to watch sports and often attend matches, in Russia this indicator turned out to be the lowest in the world.