Consumer sentiment of the regional youth
https://doi.org/10.26425/1816-4277-2024-3-156-166
Abstract
In today’s rapidly developing world, young people play an important role in the segment of active consumers of goods and services. Their behaviour in the consumer market is formed under the influence of subjective moods, ideas, assessments, and expectations. The purpose of this work is to study the state and dynamics of consumer sentiment among young people in the Vologda region using the results of public opinion monitoring and using the index method of processing sociological information. The results of the study showed that the consumer behaviour of young people has a number of specific characteristics: rationality, responsiveness to new products, spontaneity, desire to follow fashion, status. The formation of various consumption models and practices among representatives of the younger generation is largely determined by consumer sentiment. During the measurement period, young people’s assessments were dominated by negative characteristics of their financial situation, opportunities for purchasing goods and services, current economic situation and prospects for its further development. The unfavorable consumer sentiment of the youth significantly deforms its typical features of consumer behaviour, hinders the formation of modern consumer practices and the development of the regional consumer market in accordance with new all-Russian and global trends. Improving the consumer sentiment of young people is directly related to enhancement of the state’s youth and economic policies aimed at improving the socio-economic situation of young members of the Russian society and creating sufficient guarantees for young citizens to exercise their rights and freedoms.
About the Author
I. N. Dementieva
Vologda Research Center of the Russian Academy of Sciences
Russian Federation
Russian Federation
Irina N. Dementieva - Researcher,
Vologda
References
1. Samarbaeva N.K. Consumer behaviour of urban youth: socio-psychological analysis. Bulletin of the Bashkir University. 2010;2(15):511–516. (In Russian).
2. Golova A.G. Management of consumer behaviour of young people in a metropolis. Abstr. Diss. … Cand. Sci. (Sociol.): 22.00.08. Moscow: Moscow University for the Humanities; 2010. 22 p. (In Russian).
3. Tarakanovskaya E.V. Consumer behaviour of the Russian youth: a phenomenon of the market or consumer society? Entrepreneurship: economics, finance, law. 2006;7:42–61. (In Russian).
4. Tarakanovskaya E.V. Consumer behaviour of the Russian youth in market conditions. Abstr. Diss. … Cand. Sci. (Sociol.): 22.00.03. Moscow: Financial University under the Government of the Russian Federation; 2007. 24 p. (In Russian).
5. Dement’eva I.N., Shakleina M.V. Applying the index method in the research on consumer sentiment. Economic and Social Changes: Facts, Trends, Forecast. 2019;1(12):153–173. (In Russian). http://doi.org/10.15838/esc.2019.1.61.9
6. Bagozzi R.P., Gürhan-Сanli Z., Priester J.R. The social psychology of consumer behaviour: textbook. Trans. from Eng. A.V. Aleksandrova, S.A. Semyonova. Moscow: Academia; 2008. 268 p. (In Russian).
7. Meksicheva T.S. Positioning of values in the consumer subculture. Abstr. Diss. … Cand. Sci. (Psy.): 19.00.05. Moscow: State University of Management; 2006. 15 p. (In Russian).
8. Shaidakova N.V., Radina N.K. The issue of consumer behavior in Russian and foreign economic psychology. Siberian psychological journal. 2012;43:72–79. (In Russian).
9. Gromova O.A. Socio-psychological criteria for the typology of consumer groups. Abstr. Diss. …Cand. Sci. (Psy.): 19.00.05. Moscow: Lomonosov Moscow State University; 2001. 24 p. (In Russian).
10. Merenkova I.Yu. Development of a socio-psychological typology of Russian consumers. Abstr. Diss. …Cand. Sci. (Psy.): 19.00.05. Moscow; 1998. 26 p. (In Russian).
11. Rossinskaya G.M. Economic behaviour of a consumer: patterns and peculiarities in a transitional economy. Ufa: Gilem; 2007. 211 p. (In Russian).
12. Grishina E.N., Trusova L.N. Assessment of consumer expectations and consumer sentiment of the Russian population. Economics and management in the XXI century: development trends. 2014;19–2:187–191. (In Russian).
13. Pavlova V.V. Market thinking of student youth. Sociological Studies. 1998;8:138–139. (In Russian).
14. Magun V.S., Ingovatov M.V. Structure and intergenerational dynamics of life claims of youth and strategies of their resource provision: 1985–2001. The Russian Public Opinion Herald. 2004;4(72):70–82. (In Russian).
15. Magun V.S., Litvintseva A.Z. Life claims of early adolescence and strategies for their implementation in the 1990s and 1980s. Moscow: Institute of Sociology of the RAS; 1993. 61 p. (In Russian).
16. Zvonovskij V.B., Lutseva S. Leisure preferences of youth. The Russian public opinion monitor. 2002;5(61):59–66. (In Russian).
17. Mkrtchyan G.M. Stratification of youth in the spheres of education, employment and consumption. Sociological Studies. 2005;2:104–113. (In Russian). 18. Yadova M.A. Behavioral patterns of youth of the post-Soviet period. Sociological Studies. 2006;10:78–88. (In Russian).
18. Afanasyeva U.L. The impact of advertising on the consumer behaviour of young people. University proceedings. Volga region. Social sciences. 2009;1(9):44–51. (In Russian).
19. Zhuravleva L.A., Zarubina E.V., Kruzhkova T.I., Rushickaya O.E. Consumer behavior of the youth: new trends (research in Ekaterinburg universities). Municipality: Economics and Management. 2019;3(28):80–89. (In Russian).
Review
For citations:
Dementieva I.N. Consumer sentiment of the regional youth. Vestnik Universiteta. 2024;(3):156-166. (In Russ.) https://doi.org/10.26425/1816-4277-2024-3-156-166
Views:
313
Email this article 