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FACTORS AFFECTING CONSUMER BEHAVIOUR OF RUSSIAN YOUTH WHEN CHOOSING FASHION CLOTHES

E. Grunt

Abstract

In this paper we extend an existing approach developed by M. Abrams to the analysis of Russian youthВ’s 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 respondentsВ’ 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.

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DOI resolver: doi.org/10.5593/sgemsocial2017/33/S12.036

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