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Challenges to EU integration.

Article Excerpt
In 2004, the European Union will welcome 10 more nations into the fold, becoming a union of 25 member states. It is the largest number to have been integrated all at the same time in the Union's history. But what makes this unique is that the nations involved are "almost exclusively from Eastern Europe, having significantly poorer, less advanced economies and varying political and moral ideals.

For brands looking to market products within the new Union, several questions must be answered: How similar are the new entrants to the existing 15 members? How homogenous is the Eastern European region? And finally, can we segment Eastern European countries in some way? The results reveal whether brands need to communicate with Eastern European consumers on a local, or pan-European basis.

The study covers questions based on the main indicators of consumer lives. These include shopping, technology, consumer issues, media consumption, personal aspirations, satisfaction, fear, tolerance and liberal values.

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There is a good correlation showing that the countries with the strongest economy are the most technologically advanced. Social democratic, northern countries such as Luxembourg and Sweden are the most heavy users of technology with very high internet access and mobile phone rates. They also have the highest ownership of technology goods including computers, video recorders and cable TV.

Economy correlation

There...