Scholarly record
FACTORS AFFECTING CONSUMER BEHAVIOUR OF RUSSIAN YOUTH WHEN CHOOSING FASHION CLOTHES
Abstract
In this paper we extend an existing approach developed by M. Abrams to the analysis of Russian youths consumer behavior in the field of fashion. The major research objective was to clarify whether the choice of fashion clothes constitutes a certain form of consumer behavior and, if so, which factors affect this social activity. {{Methodology.}} Fashion as a phenomenon has been considered from the standpoint of the concept of imitation, the theory of demonstrative consumption, theories of postmodernism, theory of symbolic interactionism. The research methodology combines qualitative and quantitative methods. The data was obtained using the methods of factor and structural-functional analyses. Methods of collecting primary data were the questionnaire and the interview. 900 respondents were questioned at the age of 18 years and older engaged in the field of fashion. Interviews with experts (20 experts) are applied on the purpose to identify main problems and the causes of choosing fashion clothes by Russian youth. Findings and discussion. Fashion is not only a form of consumer behaviour of the youth, but it is also a leisure activity, and a kind of their lifestyle. This investigation has revealed a new trend in consumer behavior of young people, i.e. the purchase of fashionable clothes on the Internet market. We have found that both objective (such as gender, income levels, prices, brands, advertisement, the reference group, the Internet, icon style etc.) and subjective factors (such as respondents interest in the field of fashion, personal experience of choosing fashionable clothes, envy / competition) affect the fashionable behavior demonstrated by the Russian youth. Among the stores segment, in which young people often buy clothes, mass brands, outlet and market complexes play an important role. The study has elucidated that young people actively use brands as a visual indicator of their status.
Publication Impact Profile
Publication details
References15
Blumer P., Herbert G. “Fashion Maddest”, International of Encyclopedia of the Social Science, USA, 1968, pp. 342.
Slater, S. F. ,Nervier, J. C. Market Orientation and the Learning Orientation, Journal of Marketing, USA, 1995,Vol.59, July, pp.63-74
Hoffman A.B. Fashion and custom // Rubezh (almanac of social studies). Russia., 1992. Vol. 3. P. 34.
Zimmel G. Fashion //Z immel G. Selected. Contemplation of Life. Russia, M., Vol.2 1996, p. 254
Basin E. Ya., Krasnov V.M "Gordian knot" of fashion // Fashion: pro and contra [Electronic resource]. URL: http://vneshnii-oblik.ru/gordiev-usel.html (date of consideration: 02.02.2017)
Mikhaleva K.Yu. Symbolic influence of the youth counterculture on the High Fashion // Access mode: mikhaleva.ucoz.ru/molodezhnaja_moda.doc. (date of consideration: 09.04.2017)
Davis F. Fashion, Culture and Identity. USA, Chicago: The University of Chicago Press.1992.P.72.
Parsons T. The System of Modern Societies. USA, Englewood Cliffs: Prentice-Hall (Foundations of Modern Sociology Series), 1971. p. 152
Douglas B. Holt. “How Consumers Consume: A Typology of Consumption Practices , USA, Journal of Consumer Research, 1995,Vol. 22, No.1, p.1- 12
Platonov Yu. What Motivates People: Typology of Motives. [Electronic resource] .URL: http: //gtmarket.ru/laboratory/expertise/4941 (date of consideration: 02.05.2017)
Abram M. The Teenage Consumer. UK, London press, 1959, p.432
Carolina A. Foley. Fashion. USA, 1983, The Economic Journal, Vol.3, No.11 , pp. 458- 470
Mikchailova O., Gurova O. Consumers in the mall: between freedom of choice and space constraints. Journal of sociology and social anthropology. Russia. 2009. vol. 1. pp. 50-65
Veblen T., The Theory of the Leisure Class. Russia., Publisher Progress. Moscow, 1984, p.531
Baudrillard J., System of things. Russia, Moscow: Rudomino 1999, pp..82-119
View or Download full articleAccess options
SWS access login
Login as SWS Scientific CommitteeLogin as SWS Scientific PartnerLogin as SWS AuthorAuthors and approved SWS contributors will read and export their own linked papers after identity matching by SWS profile, email and SGEM GlobalID.
For librarian assistance: [email protected]
Purchase Instant Access
- Article can be downloaded after successful payment.
- Article may be used according to SWS library access terms.
- Article cannot be redistributed.
