The peculiarities of consumer behavior of teenagers. Sociological research
https://doi.org/10.28995/2073-6401-2020-1-105-118
Abstract
Characteristics of consumer behavior of teenagers (availability/amount of pocket money, its sources, main categories of regular expanses, etc.), partly compared with foreign data, among Russian adolescents is reviewed in this article. About a half of teenagers already have well-formed consumer attitudes that cannot be made reality because of insufficient amount of pocket money. The top categories are digital equipment (smartphone, headphones, player, etc.), presents for friends and/or relatives and clothes/footwear. Females’ interests are more diverse and heterodromous (among others, there are hedonistic spending) while males more often mention the wish to buy a car. It can be interpreted as a desire to fulfill a traditional role of a breadwinner in the family. The results of “consumerism index” for the target audience and its links to socio-demographic parameters of adolescents’ family of origin are also reported. In particular, in families with two children, the “consumerism index” is higher than the average for the sample. And that index is also higher in families where one or both parents have higher education.
About the Author
N. V. Solodnikova
Russian State University for Humanities Moscow
Russian Federation
Russian Federation
Nadezhda V. Solodnikova, postgraduate student
bld. 6, Miusskaya Sq., Moscow, 125993
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Review
For citations:
Solodnikova N.V. The peculiarities of consumer behavior of teenagers. Sociological research. RSUH/RGGU BULLETIN. Series Philosophy. Social Studies. Art Studies. 2020;(1):105-118. (In Russ.) https://doi.org/10.28995/2073-6401-2020-1-105-118
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