In automotive industry in Russia it took some time for slow companies to understand that Russian don't have a NEED for safety inside the car. Although they claim this need one of top in consumer research they never choose it over, for example, air conditioning when they actually buy the car.
Why?
Because for average Russian the safety need outside the car is not really fully fulfilled - why bother paying additional money for safety inside the car. Most of Russians live in many-storied buildings where you are never 100% secured from your heighbours. Noise, leakage, dirty stairs all make up the perception of not really safe environment. So the safety need is not yet satisfied on more basic level - at home. Consumer does not need to satisfy it on higher level.
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