| Keywords [eng] |
Key words: Eastern Europe, Western Europe, dual quality, otherness, Europeanism, perception, intergovernmentalism, economy, European Union. |
| Abstract [eng] |
This research focuses, in broad terms, on assessing the relations between the Eastern and Western Europe. This is done by analyzing the dual-quality product practice in the European states - the identically packaged products that are nonetheless different in their composition, therefore the quality, are sold in different countries. The dual-quality practice is widely used by the manufacturers and it is not unusual for a Czech to be offered a product that is visually the same to the one offered across the border in German shops. It is also significant in the way the consumers react to the practice. With the analysis of the existing data and a survey conducted for this research, it is illustrated that the consumers are mostly negative. This is then applied in the context of an already strained relations between Eastern and Western Europe and some concluding thoughts on the uneasy differences are offered at the final sections. Goal: Evaluate the relevance of the dual quality products in explaining the perceived differences between the Eastern and Western Europeans. Research methods: A quantitative research method of a questionnaire survey was chosen for the research. Data analysis was performed using the methods of descriptive statistics. In total, 7 questions were given to the wide group of respondents – not predetermined. The data was then summarized and concluded further in this paper, with a particular focus on the rhetoric of the respondents, which would allow to not only evaluate the opinion about the dual-quality standards among Lithuanians, but to also determine how controversial this problem is in the society. Furthermore, a qualitative analysis of an already existing literature and case examples in other countries was used to supplement the survey conducted and to evaluate the phenomena in the region, instead of one country. Research outcomes: The survey revealed that the dual quality practice is relevant in the European markets and is practiced by the manufacturers for various economic or social reasons. It also revealed that at least a part of Lithuanians feels othered and discriminated against by the manufacturers. However, this part of the respondents is not large enough to allow us to conclude that double quality standards are a social problem. A larger part of the survey participants, although they view the practice as unfair, do not think of it as an example of wider discrimination based on geographical location. Conclusions: 1. Dual quality products are a standard practice by the manufacturers, especially more so when there remains a gap between the markets of Eastern and Western European countries. The manufacturers are more inclined or motivated to adjust their products, or costs associated with them, depending on the market they are to be sold in. For instance, in countries with a smaller purchasing power and lower levels of income the products offered would be made from cheaper material and would not have the same quality as those sold in the richer countries. 2. There has been a growing awareness about the issue, often followed with negative reactions, particularly in Eastern Europe. The rhetoric of some of the ministers in Czech Republic and Hungary have already compared Eastern Europe to “the garbage can of Europe”. 3. There is still a perceived difference between the Eastern and Western Europeans, despite the progress in unification. 4. According to the data of the conducted survey, it can be concluded that double quality standards are negatively evaluated in Lithuania. Some of the respondents tend to see this as a social problem and even as evidence of discrimination by international companies towards Eastern European consumers, but a larger part of the respondents views double quality standards as an economic rather than a social problem. Some of the respondents admitted that they did not know, or had no personal experience with double quality standards. |
