FEATURES OF CONSUMER BEHAVIOR WHEN BUYING SOCIALLY IMPORTANT GOODS
The place of a person in a particular society is largely defined by what and how they purchase. This process is easily perceived by the reference group. Social group determines the motivation of a young person when they buy some kinds of goods. In this regard, a problem of social audience managemen...
| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
Al-Farabi Kazakh National University
2019-12-01
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| Series: | Хабаршысы. Экономика сериясы |
| Online Access: | http://be/index.php/math/article/view/2154 |
| _version_ | 1797667660638453760 |
|---|---|
| author | D. Yampolskaya |
| author_facet | D. Yampolskaya |
| author_sort | D. Yampolskaya |
| collection | DOAJ |
| description |
The place of a person in a particular society is largely defined by what and how they
purchase. This process is easily perceived by the reference group. Social group determines the motivation
of a young person when they buy some kinds of goods. In this regard, a problem of social audience
management through specific consumption and purchase models arises.
The aim of the present study is modeling the purchasing process of goods that have a certain social
status on the youth market: mobile phones (smartphones) and fitness bracelet (trackers). The object of
study is the young audience; the subjects are the motives and determinants of consumer behavior during
decision-making, and the principles of demand formation.
Students of the Economics Faculty of the Peoples’ Friendship University of Russia (RUDN), Moscow,
conducted the study of consumer behavior in April-May 2018. In-depth interviews and questionnaires
were used as methods of research.
The following models of the consumer behavior processes were used: Stimulus-Organism-Response
Model of Decision Making, the Foote, Cone and Belding Model, the Howard-Sheth model, and
O’Shaughnessy studies.
The results of the modeling process are the basis for creating marketing communication with consumers
on a commercial basis and may be of interest to manufacturers and sellers of this type of products
in Russia.
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| first_indexed | 2024-03-11T20:16:34Z |
| format | Article |
| id | doaj.art-a506a8963295414bb18805108327a4df |
| institution | Directory Open Access Journal |
| issn | 1563-0358 2617-7161 |
| language | English |
| last_indexed | 2024-03-11T20:16:34Z |
| publishDate | 2019-12-01 |
| publisher | Al-Farabi Kazakh National University |
| record_format | Article |
| series | Хабаршысы. Экономика сериясы |
| spelling | doaj.art-a506a8963295414bb18805108327a4df2023-10-03T11:08:55ZengAl-Farabi Kazakh National UniversityХабаршысы. Экономика сериясы1563-03582617-71612019-12-011304FEATURES OF CONSUMER BEHAVIOR WHEN BUYING SOCIALLY IMPORTANT GOODSD. Yampolskaya The place of a person in a particular society is largely defined by what and how they purchase. This process is easily perceived by the reference group. Social group determines the motivation of a young person when they buy some kinds of goods. In this regard, a problem of social audience management through specific consumption and purchase models arises. The aim of the present study is modeling the purchasing process of goods that have a certain social status on the youth market: mobile phones (smartphones) and fitness bracelet (trackers). The object of study is the young audience; the subjects are the motives and determinants of consumer behavior during decision-making, and the principles of demand formation. Students of the Economics Faculty of the Peoples’ Friendship University of Russia (RUDN), Moscow, conducted the study of consumer behavior in April-May 2018. In-depth interviews and questionnaires were used as methods of research. The following models of the consumer behavior processes were used: Stimulus-Organism-Response Model of Decision Making, the Foote, Cone and Belding Model, the Howard-Sheth model, and O’Shaughnessy studies. The results of the modeling process are the basis for creating marketing communication with consumers on a commercial basis and may be of interest to manufacturers and sellers of this type of products in Russia. http://be/index.php/math/article/view/2154 |
| spellingShingle | D. Yampolskaya FEATURES OF CONSUMER BEHAVIOR WHEN BUYING SOCIALLY IMPORTANT GOODS Хабаршысы. Экономика сериясы |
| title | FEATURES OF CONSUMER BEHAVIOR WHEN BUYING SOCIALLY IMPORTANT GOODS |
| title_full | FEATURES OF CONSUMER BEHAVIOR WHEN BUYING SOCIALLY IMPORTANT GOODS |
| title_fullStr | FEATURES OF CONSUMER BEHAVIOR WHEN BUYING SOCIALLY IMPORTANT GOODS |
| title_full_unstemmed | FEATURES OF CONSUMER BEHAVIOR WHEN BUYING SOCIALLY IMPORTANT GOODS |
| title_short | FEATURES OF CONSUMER BEHAVIOR WHEN BUYING SOCIALLY IMPORTANT GOODS |
| title_sort | features of consumer behavior when buying socially important goods |
| url | http://be/index.php/math/article/view/2154 |
| work_keys_str_mv | AT dyampolskaya featuresofconsumerbehaviorwhenbuyingsociallyimportantgoods |