| Abstract: | The decade of the 1980s was a difficult time for companies marketing goods and services in Ireland. The business environment was dominated by high unemployment and economic recession, due to a combination of internal and external factors, which dampened consumer confidence and restrained spending. Fortunately, the economy is recovering rapidly in the 1990s, with low interest rates leading to greater confidence which, in turn, is promoting both increased investment and consumer spending. The prospects for the remainder of the 1990s look favourable assuming stability in the business environment.This paper describes key features of the Irish economy, demography and society which determine the nature of the consumer market, and examines the variables that affect its performance. It also outlines the structure of the macromarketing environment and highlights important trends. It concludes with a discussion of the future outlook for the market and examines some of the implications for marketing management. |
