FEATURES OF CONSUMER BEHAVIOR WHEN BUYING SOCIALLY IMPORTANT GOODS

Abstract

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.