Ndfl / 09.12.2021

Trends in consumer behavior among young people. Consumer behavior of Moscow youth

Send your good work in the knowledge base is simple. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

sociological sciences

Osinkina Alina Sergeevna, bachelor, student
Belgorod State University

CONSUMER
CONSUMER GROUPS
CONSUMER BEHAVIOR
YOUTH

Consumer behavior in modern society is one of the most important social practices. Young people, as the most active participant in the consumption of goods and services, have an impact on society as a whole, as well as on its development. Thus, it is relevant to study the styles of consumption among the youth. This article examines the main factors influencing the consumer behavior of young people.

Analysis of the results of the study of the degree of interest of students of the training direction "Organization of work with youth" in the formation and development of professional competencies
Problems of organizing the educational process of young people with disabilities (on the example of the National Research University "BelGU")

Currently, Russia lives in the conditions of a choice of products, goods, goods and resources for consumption, which is due to the presence of a market economy. This type of economy considers the limited resources to be one of the main problems, as well as the impossibility of meeting all human needs. Therefore, we can say that the study of consumer behavior helps to answer many questions in the field of modern economics.

The change in the type of economic system (from distributive to market) entailed a transformation of the consumer market, as well as consumer behavior, which is a reflection of the social status of both the individual and the group. Accordingly, this led to a stratification of society in terms of income level, and hence in terms of quality of life. These changes affected the whole society as a whole, including young people.

The worldview of youth, as well as its values, were formed during the change of economic, cultural, spiritual, as well as political systems. Therefore, it is this age group that does not need adaptation to modern life, which distinguishes it from older generations.

Young people, as a socio-demographic group, are differentiated by such indicators as: gender, age, material status, educational level, social status, etc. Consequently, these features explain the presence of various forms of consumption. It should be noted that one of the most important factors determining consumer behavior is the size and method of generating income. When studying it, it is necessary to take into account that some young people are dependent on the material capabilities of their parents. This is the so-called dependent factor, which refers primarily to the consumer opportunities of economically dependent youth - schoolchildren and students.

In addition, the factor determining the consumer behavior of young people is the value system that is accepted by young people. It is noted that during the transition to a market economy, a value reorientation of young people takes place - young people prefer material values to non-material values. The pragmatism of young people in this case can be viewed from two sides. First, sometimes it can be associated with aspirations and needs associated with the violation of both moral norms and the law. Secondly, considering pragmatism from the positive side, it can be noted that such a strategy of behavior reflects the desire for a high social status, the achievement of material well-being, the growth of culture, etc., that is, towards specific goals. Young people see as their goal a high standard of living, career growth, and, accordingly, a high income.

In contrast to older age groups, young people are less conservative, they are inherent in an attitude towards innovation, which cannot but affect consumer behavior, namely, his style. Therefore, most of the new goods and services are produced with a focus on young people.

At present, young people are assessed as a group that more than others participates in the transmission of information, knowledge necessary for the life of society and forming a strategy for the behavior of the younger generation, including the consumer.

Thus, the changes that have occurred in the structure of motivation and needs of young people, their social status and consciousness, significantly affect their consumer behavior.

The relevance of studying the consumer behavior of young people is due to the status of this group. Young people are the most active consumers in the market for goods and services, which more than others influence its development. Studying the consumption style of young people is a prerequisite for improving their social and economic situation, for creating and maintaining guarantees for young people to exercise their rights, as well as conducting an effective youth and economic policy of the state.

We carried out a sociological study on the topic: “Consumer behavior of young people (on the example of Belgorod). The study participants were 600 residents of the city of Belgorod, aged 15 to 29 years.

As a result of a survey of the population, we obtained the following data:

The brand does not play an important role for Belgorod youth when choosing clothes. We can assume that this is due to the free access of branded stores in the city. Buying such things for urban youth has long become commonplace.

Figure 1. Distribution of answers to the question "When you choose a thing for yourself, is the brand of this thing important to you?"

Figure 2. Distribution of answers to the question "Is it typical for you to buy clothes that have become" mass "(fashionable)?"

Most of the young people surveyed are not ready to purchase expensive goods at a time, even if they acquire "uniqueness" thanks to these goods. At the same time, respondents are ready to save up funds for the sake of a prestigious purchase.

Figure 3. Distribution of answers to the question "Are you ready to purchase an item that is very expensive, but its presence will make you" unique "?"

Figure 4. Distribution of answers to the question "Does advertising influence your purchasing decision?"

The desire to "stand out from the crowd" rarely or almost never guides Belgorod citizens when deciding to buy clothes, accessories and other goods.

Figure 5. Distribution of answers to the question "When choosing clothes, accessories and other things, are you guided by the desire to" stand out from the crowd "?"

Figure 6. Distribution of answers to the question "Does advertising influence your purchasing decision?"

Most of the respondents try to draw up a plan for the distribution of income. But the number of young people who never deal with income distribution prevails over those who do it all the time.

Figure 7. Distribution of answers to the question "Do you draw up a plan for the distribution of income?"

Young Belgorodians tend to make impulsive purchases. This fact is closely related to the lack of constant cost planning.

Figure 8. Distribution of answers to the question "Do you draw up a plan for the distribution of income?"

Thus, we can characterize the Belgorod youth as consumers who are not influenced by advertising and the elevation of the importance of the brand of goods. Young people do not have the opportunity to purchase expensive goods at a time, but they are ready to save money for such things. At the same time, respondents do not realize the need to plan their budget, and therefore are subject to unnecessary waste. The level of rationality of consumption of Belgorod residents is rather low. Consequently, there is a need for activities aimed at increasing the economic and consumer literacy of the city's population.

Bibliography

Gunter B. Types of consumers: an introduction to psychographics / B. Gunter. Saint Petersburg: Peter, 2001.304 p.
Tarakanovskaya E.V. Consumer behavior of Russian youth in conditions of market relations / E.V. Tarakanovskaya. Moscow: Moscow, 2007.202 p.

75-2529 Sociology Diploma Content

Introduction 3

1. Theoretical aspects of consumer behavior of student youth in the context of globalization 9

1.1. Globalization trend 9

1.2. Youth in the context of globalization 12

1.4. The essence and structure of consumer behavior 21

1.3. Specificity of youth consumer behavior in the labor market 27

1.5. Values of Russian student youth in the context of globalization 347

2 Analysis of the study of the factors of consumer behavior of student youth in the context of globalization 48

2.1. Social perspectives of youth in the context of globalization 48

2.2. Self-determination of youth in a transforming society 55

Conclusion 59

List of sources and literature 64

Annotation:

Purpose of the study.

Research objectives.

Subject of study- consumer behavior of Russian student youth in the context of globalization.

Object of study- student youth as a social-role group of consumers.

Introduction
Relevance of work
Consumer behavior is a form of human economic behavior and fully reflects the social status of a group and an individual. Russia's transition from a distribution system of resources and goods to a system of free market production and consumption has radically changed the consumer market for goods and services. The living conditions of all social groups and strata of Russian society, including young people, have changed. Market reforms have led to a significant stratification of Russian society, both in terms of income and the level and quality of life. Adaptation to new socio-economic conditions has become the main form of population behavior in the context of deep transformation of society.
Modern youth is a generation whose worldview was formed under the influence of the transition to a market system of economic management and social relations in the economy, politics, cultural and spiritual spheres, and the new realities of modern life do not require adaptation, which is necessary for older generations of Russians.
The youth in the structure of the Russian population is over 20%. As a socio-demographic community, youth is not homogeneous. It is differentiated by gender, age, education, material status, place in the social structure of society, value attitudes, structure and degree of satisfaction of needs. The stratification of the youth community determines the specificity of consumption, depending on social status, position in the system of social and labor relations, the amount and method of income generation. Considering the income of young people, it is also necessary to take into account the "dependent factor" - the dependence of satisfying needs on the material capabilities of the parental family. The effect of this factor applies, first of all, to representatives of student youth who do not have economic independence.
Young people are distinguished by a high level of social mobility, and a change in the status (family, educational, labor, etc.) of a young person is associated with an increase in needs, which is far from always accompanied by an increase in opportunities sufficient to satisfy them. This often provokes deviant behavior - offenses aimed at meeting needs in an illegal way.
The values that young Russians accept and reject largely determine their behavior as consumers. Researchers note that as a result of the transition to a market system of management, a radical reorientation of young people from a preference for intangible values over material ones took place. This pragmatic orientation is assessed ambiguously. Practicalism as the dominant value is often associated with extremely selfish aspirations, the implementation of which entails a violation of moral and legal norms. At the same time, pragmatism and practicality also have a positive side, initiating the pursuit of real concrete goals: ensuring a decent social position, material well-being, opportunities for cultural leisure and are a kind of springboard for leveling the existing imbalance in the social structure of Russian society, the creation and subsequent reproduction the basic social stratum - the middle class.
Young people are focused on raising the standard of living, obtaining a sufficiently high level of education, professional and career growth, they do not have persistent stereotypes in economic thinking that are characteristic of older generations. Young people are the least conservative part of society. It is safe to say that young people have attitudes towards change and innovation. The tendency to innovate cannot but affect the style of consumer behavior of young people. Most of the new products entering the market of goods and services are targeted specifically at young consumers who are open to new things and are not afraid to experiment.
In the modern dynamically developing world, the role of youth as a "conductor" of information flows, new knowledge and skills that form new models of their behavior, including consumer behavior, is growing. The changes that have taken place in the social position of Russian youth do not directly affect their consciousness. Noticeable shifts have occurred in the motivational structure, structure of needs, consumer behavior. The current generation of youth is to become the “social resultant of the past century”, the bearer of the social experience of the previous century.
Thus, the relevance of the topic of the thesis project is dictated by the urgent need for knowledge about the consumer behavior of Russian youth as a large social community of active consumers of goods and services with great consumer potential, directly affecting the development of the Russian consumer market, and therefore on the state of productive forces. The study of the consumer behavior of young people is also necessary for the development of youth and economic policy of the state aimed at improving the socio-economic situation of young members of Russian society, creating sufficient guarantees for young citizens to exercise their rights to education, work, health care, rest, to a harmonious spiritual and moral and physical development.
Problematic situation.
The problematic situation consists in a complex of interrelated social contradictions that have formed in the Russian consumer market and in society as a whole:
- first of all, this is a contradiction between the desire of young people for consumption standards that are too high in relation to the real material situation: growing needs in the context of an ever-expanding consumer market, on the one hand, and the lack of opportunities to satisfy them due to the low standard of living of a significant part of young people, on the other ;
-social contradiction has also formed between the interest of business and the state in expanding the purchasing power of young people, on the one hand, and the absence of real material conditions for its expansion, on the other.
Scientific elaboration of the problem.
Analysis of scientific literature on the topic of the thesis project allows us to single out several of the most common scientific approaches to the study of consumer behavior: economic, sociological, socio-psychological and commercial approaches.
Purpose of the study.
To study the features of consumer behavior of Russian youth in the market of goods and services and the influence of its social characteristics on its formation.
Research objectives.
Conduct a theoretical analysis of the consumer behavior of student youth as one of the forms of their behavior in the context of globalization.
Determine the factors that determine the consumer behavior of Russian youth in the context of globalization.
Analyze the influence of socio-demographic indicators on the consumer status of young people and the specifics of their consumer behavior.
Reveal the main characteristics of consumer behavior of young people and build its typology.
To study the system of social values and needs of young people, the degree of their satisfaction in the conditions of market relations.
The subject of the research is the consumer behavior of Russian student youth in the context of globalization.
The object of research is student youth as a social role group of consumers,
The hypothesis-foundation: the consumer behavior of young people has a number of characteristic features common to the group as a whole and associated, first of all, with the age specifics of this group of consumers. Due to social stratification, young people are stratified in terms of living standards, which determines the heterogeneity of the consumer behavior of its various groups. It can be expected that with an improvement in the standard of living of this group of consumers, the quantitative characteristics of consumer behavior associated with the volume and structure of consumption will change; the qualitative characteristics associated with the age specificity of this group of consumers will not change significantly.
Material security is one of the key factors that determine the characteristics of consumer behavior.
Growing up, accompanied by the involvement of young people in the system of labor and social relations, the acquisition of material independence, leads to an increase in consumer status.
The social values that young Russians accept and reject largely determine their behavior as consumers. Among the values of modern Russian youth, material values prevail over spiritual ones.
Russian youth have a wide range of unmet or not fully met needs. It can be expected that even the basic needs of young people are not fully met. The level of material security has a significant impact on the degree of satisfaction of the needs of young people.
Scientific novelty.
The consumer behavior of young people is viewed in an expansive social context: not only as behavior in the sphere of material consumption, but as behavior aimed at satisfying all types of needs, including intangible ones.
On the basis of empirical data, the social portrait of modern Russian youth is characterized as a heterogeneous social community, differentiated according to a number of characteristics - from socio-demographic to socio-class.
The system of social values of modern youth, their influence on the formation of its needs and the degree of their satisfaction have been studied.
Theoretical and practical significance of the research.
The empirical results and theoretical conclusions obtained make it possible to make a certain contribution to the development of knowledge about the behavior of young people, as a specific ...

1. Theoretical aspects of consumer behavior of student youth in the context of globalization

1.1. Globalization trend

The globalization trend is a continuation of the unification, now at the global level. Civilization tends to neutralize provincial and national types, Durkheim argues.
The trend of globalization of modern life is manifested in various spheres of reality:
1. Political - the gradual transformation of states into a single world political system through the creation of global political bodies serving to coordinate political decisions by representatives of different countries. An example is the UN, created by the victorious countries of the Second World War - the USSR, the USA, Great Britain and France - after its end. The predecessor of the UN in the 20-30s of the XX century. there was the League of Nations. In addition to the UN, there are other world organizations that coordinate the policies of states in different spheres of life: UNESCO is a world organization that solves the problems of development and preservation of culture at the global level, the World Food Organization, the World Bank for Reconstruction and Development, the World Health Organization, etc. Transnational parties are being created ( the forerunners of which were the I, I, III, IV Internationals), which a resident of any state could join. An important step on the path of globalization is regional associations such as the European Union with its own parliament and court. Borders between European countries are removed, uniform visas are introduced (Schengen agreements);
2. Economic - the emergence of transnational corporations that cover, like tentacles, the entire globe (Sony, Philips, Samsung, etc.). You buy a Sony color TV, but it turns out that it was made, say, in Hungary. Global financial organizations such as the International Monetary Fund (IMF), etc., are also emerging. An international division of labor is emerging with new dependencies between states. Correspondingly, the sovereignty of the nation-states weakens;
3. Informational - the emergence of global information transmission systems such as the Internet, which creates information belts around the Earth and serves as a confirmation of the concept of the noosphere;
4. Transport - the emergence of new vehicles (aircraft, and in the near future and spacecraft), allowing you to quickly get to any point in the world;
5. Environmental - the discovery of the limitedness of the earth's resources and the aggravation of the struggle for them, an increase in the impact on nature as a whole and the negative environmental consequences of such impact;
6. Demographic - a sharp increase in the total population of the planet, which exceeded 6 billion in 1999, and growing disproportions in the distribution of population over the Earth's surface, which increased human pressure on the biosphere and exacerbated the general situation on the globe;
7. Military - the creation of weapons of mass destruction (atomic weapons), which are capable of repeatedly exterminating not only humanity, but almost all life on the planet;
8. Cultural - universal science and global mass culture.
Each of these changes can be considered, if desired, with a plus or minus sign. For example, globalization in the ecological sphere leads to an ever greater intensification of relationships with the natural environment. At the same time, the globalization of human impact on the natural environment is accompanied by an unprecedented hitherto intensification and globalization of the negative consequences of this impact. And if earlier humanity experienced local and regional environmental crises that could lead to the death of any civilization, but did not interfere with the further progress of the human race as a whole, then the current environmental situation is fraught with global environmental collapse, since modern man destroys the mechanisms of the integral functioning of the biosphere in the planetary scale. There are more and more crisis points both in the problematic and in the spatial sense, and they turn out to be closely interconnected, forming an increasingly frequent network. It is this circumstance that allows us to speak about the presence of a global environmental crisis and the threat of an environmental catastrophe.
The trend of globalization is closely related to other social trends: with the trend ...
The page contains a short version of the work.
You can get the full version at the offices of the All-Russian Training Center Elite Education or by e-mail.

1.2. Youth in the context of globalization

Young people have and still have a key place in society. This is an age group that, over time, takes leading positions in economics and politics, social and spiritual spheres of society.
Three research approaches are known in the sociology of youth:
1. Scientific approach. It is inherent in scientists who study youth in its formation and development, taking into account the specific historical social conditions in which its life takes place.
2. Critically judgmental or negativistic approach. It is typical for sociologists who call young people a “lost”, “confused”, “indifferent”, “late”, “exploding”, etc. generation.
3. Enthusiastic and optimistic, manifested in the idealization and praise of young people. Theories of biology and psychologism are in circulation, on the basis of which the behavior of young people, expressed, in particular, in willfulness, oppositional attitudes, rebellion, the desire for self-affirmation, the formation of asocial groups, is explained as a transitional period of physical development (the period of "storm and onslaught") and qualifies mostly negatively. The second and third approaches have nothing to do with sociological theory. They are nothing new.
The main principles of the scientific research of youth are:
1. Historical approach to youth problems. Sociology of youth investigates the specific features of youth as a socio-demographic group, reveals the causality of changes in the life of the generations entering into life in specific historical conditions.
2. Analysis of the actual way of life of young people both at the theoretical and at the empirical level.
3. Analysis of ways of continuous development of youth. It should be borne in mind that each new generation of young people grows up in new, different from the previous, social conditions.
4. Differentiated approach to youth: they do not represent a homogeneous group.
5. Understanding of the educational, professional, cultural, national and socio-political heterogeneity of young people, the presence of differences in its environment, which often turn out to be decisive at one point or another in the development of society.
6. Conditionality of youth problems by the prevailing social relations in society, the possibility of their solution only on the basis of socio-political and economic transformations. The role and place of young people in public affairs is determined by what opportunities are available for realizing their abilities and energy, and at the same time, by how actively young people themselves participate in the life of society.
An analysis of the contemporary problems of youth cannot but begin with a clarification of the concept of “youth”.
The generally accepted boundaries of the concept of "youth" for Russian reality are defined in the interval from 15 to 29 years, that is, in 15 years. Naturally, the holistic process of socialization and individualization of youth is delimited into certain time stages. Conventionally: adolescents - up to 18 years old, youth - 18-24 years old, “young adults” - 25-29 years old. Each of these time periods poses specific tasks for the young person.
At the end of the XX century. published works devoted to the problems of youth. In them, young people are considered as a socio-demographic group with characteristic age, socio-psychological properties and social values that are determined by the level of socio-economic, cultural development, and the characteristics of socialization in Russian society. Such a view contributes to a deeper understanding of youth problems, a differentiated approach to youth as an internally heterogeneous and, at the same time, a specifically special social group.
The isolation of youth as an independent stage in a person's life is reflected in all forms of labor, recreational, reproductive, settlement, migration, religious, educational and other social practices. Due to this, the structure of ensuring the continuity of the social, the technology of its self-reproduction, is actually changing. An innovative society provides each social subject with more and more opportunities, the use of which implies an increase in responsibility. And for “ripening” to such a responsible, full-fledged, corresponding to the level of requirements of the time of self-realization for a generation of people leaving childhood, a specialized niche is formed.
Without using this niche "for its intended purpose," the self-realization of an adult turns out to be less and less effective, practically impossible. Getting an education - the main activity of young people - today is turning from de facto desirable into compulsory.
The use of this niche by young people, as well as the regulation of its reproduction by society, are complex processes. On the one hand, society, as already noted, has very little historical experience in organizing the functioning of this space. And young people, on the other hand, each time have peculiar difficulties in adaptation and self-realization within this social field assigned to them.
A feature common to the world of youth and the world of children is security. However, if the protection of children is due to their physical immaturity, then young people are the object of guardianship and protection, even "service" in connection with their sociocultural immaturity - in connection with the expectation of society that she will "mature". Physical maturity is determined by the full maturity of the human body to perform reproductive activity, for the reproduction of similar biological creatures. Sociocultural maturity could - by analogy - be defined as the complete formation of a person as a subject of the reproduction of social life. But such a definition is clearly not enough to understand the essence of what is being defined. We can talk about preparing a person for the fulfillment of basic social roles - in political, economic, spiritual life. Not so long ago, the formation of citizenship and patriotism was considered as the main process of youth formation; today, more and more often - vitality, self-actualization; probably tomorrow - the development of the ability to "live for". Under any definitions, the “image of tasks” is still vague, the solution of which would make it possible to record the success of fulfilling the main goal - preparing young people for mature self-realization.
The very existence of a youth niche is determined by the presence in the public consciousness of the “ideal type of the young” - a student who seeks, and in this increasingly independent search, learns to reproduce practices typical of an adult, primarily work, family and household, recreational. Public perceptions are formed, formalized in laws that protect young people from excessive pressure from the external environment. Therefore, the world of youth is sometimes likened to a fenced-in space, the role of which can be interpreted both positively and negatively.
In the public consciousness, doubts are constantly present and often expressed in scientific discussions about the advisability of creating hothouse, incubator conditions for young people, protecting them from the "truth of life" and thereby weakening their will and stability. And at the same time, on the other hand, the conditions for the existence of young people as a generation in the niche formed for them are interpreted as discriminatory. In this version of the interpretation, instead of the image of a protected garden, an image of a corral arises, in which adults withstand young people, artificially alienating them from full participation in competition - primarily economic.
In fact, both images reflect the features of reality. For example, the rise in unemployment is indeed associated with a lengthening of the period of study. As one of the ways to “mitigate” situations generated by unemployment, “prolonged education” and simulation of education emerge. A bureaucratized society of adults, indeed, can influence the delay in education, requiring more and more diplomas and certificates from newcomers. However, young people themselves (of course, together with their parents) are the initiators of, for example, the “withdrawal to education” from military service.
At the same time, in the modern vision of the prospects for the development of education, the idea of lifelong education, the idea of movement towards "education for all throughout life" (F. Mayor), supported by UNESCO, is becoming more and more influential. The implementation of such an approach could, in a sense, mean the rejuvenation of the entire social life due to the spread of the characteristics of the reproduction of the youth space to the social space in the Whole, but, of course, “within reasonable limits”. The continuing education of the future promoted by UNESCO differs significantly from the education that young people receive, in that it complements the active mature self-realization of the individual in social practices. The education that young people now receive precedes their self-realization. It turns young people into a generation with a deferred status, thereby complicating their self-esteem. And society as a whole, not being able to judge "by deeds", naturally finds it difficult to determine the future contribution to the social life of yesterday's children who grow up into tomorrow's adults: is this the hope of the future society or the next "lost generation"?
Relations between generations have never been, and certainly are not today of an idyllic character, just as they are not antagonistic. Each generational niche has its own capabilities and limitations. But it is the problems of youth that turn out to be the subject of the most acute contradictions in sociological analysis, and cause the most social concern, since the future of society and its present depend on how young people use their youth.
In real social life, young people are the least predictable generation, as they are the least integrated into social relations. Children are directly related to adults by their complete dependence, people of mature age themselves form stable social ties: family, business, political, which inevitably have a stabilizing effect on their activity. The activities of the generation of older people do not threaten society with destabilization.
It is the generation of young people who change the structure of social ties by freeing themselves from the "fetters" of old ties and creating their own. The greatest difficulty in this - both for society as a whole and for young people - is associated with maintaining a balance between the desire of young people for independence and their real ability to be independent. The feeling of moral, intellectual independence (already adulthood) is most often subjectively consistently adjacent to the feeling of naturalness that the satisfaction of material needs is still (as in childhood) provided by the parents.
The psychophysiological characteristics of young people determine their high need for a powerful sense of life, for strong feelings - internal or external, as well as the need for their own free choice. Therefore, the epochs of revolutions are characterized by the dominance of younger age groups (P. A. Sorokin).
FM Dostoevsky wrote about youth as an age at which it is easier and most defenseless to fall under the perversion of ideas. And modern social life demonstrates this extremely vividly. It is more and more accurate and effective, more and more "easier" with the help of mass communication, advertising, the manipulation of the desires and needs of young people is carried out. The need for freedom turns into an impulse, a reflex (Latin reflexus - reflection), as, for example, a free-reflex choice by girls to lose weight, leading to the massification of anorexia. Along with the traditional formative influence of authorities, reference groups, the systems of “communication with the youth community” of producers, which “connect” fragments of the younger generation to certain stereotypes of social behavior and, consequently, consumption, are working more and more effectively.
The social activity of young people thus formed turns out to be oversaturated at the everyday level and emasculated, devastated at the level of being. A generation of axiological vacuum is emerging, more and more strikingly different from the rebels of the sixties. An instrumental attitude towards life - towards people, work, marriage in the future, and most importantly towards education - is formed as a characteristic feature of those "preparing for life". The goal of education narrows down in the minds of young people to the acquisition of knowledge and a diploma as a "pass to the land of money."
The crisis is experiencing the "first principle of learning", introduced by Socrates and developed later by Aristotle - the recognition by the participant in the education process of the inadequacy of their knowledge, in the search for which thinking, reflection, and creative activity are activated. Of course, routine reproduction has been involved in education before. However, in education - and above all we are talking about higher education - the system of liberation, self-purification of knowledge from ballast, from various forms of simulation worked flawlessly. The current situation with the spread of plagiarism has gone - due to the Internet - beyond the scope of the system of self-control of knowledge and is developing more and more dramatically. The increase in the volume of secondary, tertiary, etc. texts (with an inevitable decrease in the symbolic quality of each next "correspondence"), simulating originality, litters, litters the space of knowledge, fills it with noises, deprives the possibility of a clear orientation in this space, especially a young person.
The habit of standardized patterns lowers the threshold for nuance, complex relationships and interactions. Separated from the previous ones by a new way of communication (Internet, CMC, cell phones), the new generation reproduces a changed mentality. Degradation of verbal culture becomes a characteristic feature of this process. An analysis of the change in the generation of youth in Poland, for example, carried out for more than half a century by Hanna Schwida-Zemba, shows that today's young people write worse, speak worse, understand the written text much worse, find it difficult to isolate the essence of the text of 20-30 pages, which they did not have problems, former students want to be given a "chewed" meaning, shades, the likely development paths of which elude them ...
The page contains a short version of the work.
You can get the full version at the offices of the All-Russian Training Center Elite Education or by e-mail.

1.3. The essence and structure of consumer behavior

For a long time, consumer behavior remained a peripheral object in sociology, which was more interested in the labor process and labor relations, as well as distributive conflicts and inequality relations. At the end of the 20th century, consumer issues began to develop very actively. However, the bulk of sociological research has developed in the cultural field, focusing primarily on the symbolic side of consumption. Additional impetus to these studies was given by the widespread fascination with postmodern debates. As a result, the sociology of consumption developed somewhat apart not only from economic theory, but also from the main currents of modern economic sociology, and issues such as the structure of consumer markets, the composition and motives of their participants, the organizational and institutional design of the consumption process were clearly insufficiently studied, remaining in the sphere interests of marketers. However, by the beginning of the XXI century. in the sociology of consumption, there has been a rapprochement between culturally and economically oriented currents, which allows us to hope for fruitful results in the future.
What is consumption? For many, consumption is associated with the physical expenditure (destruction) of material goods (for example, the absorption of food). In this regard, we immediately have to notice that in the modern world an increasingly significant part of the consumed goods is expressed not by things, but by services, which may not take an objective form at all, being realized through relations between people. Therefore, the physical side of the consumption process is subordinate.
Consumption is also usually understood as the use of the useful properties of objects or processes, due to which they acquire the character of a good. And this is undoubtedly true. But consumption, defined from an economic point of view, should include the use of only limited goods, which are called "economic goods" (economic goods), as opposed to goods that are in unlimited quantities and called "free goods". In this sense, it is legitimate to talk about the consumption of purified drinking water and not legitimate - about the "consumption" of ordinary air.
The sign of the use of goods brings us to the main purpose of consumption - the satisfaction of human needs. But here, too, a serious reservation will have to be made. We are not talking about all needs - for example, in the process of creative work, a person also satisfies his need for creative activity, but we do not call this consumption. Or, say, a person may enjoy watching a picturesque landscape, but defining this as consumption is questionable. In other words, we do not refer to consumption as processes associated with the addition of value, nor processes that do not affect value relations at all. Consumption is associated with the irretrievable expenditure of value (it does not matter whether the subject forms of goods are affected in this process). And this is the difference between consumption and other elements of the economic process - production, distribution and exchange - associated with the creation, conservation of value and the change of its forms.
It should also be emphasized that we are talking about a person's personal needs. In this sense, the use of intermediate products as inputs does not apply to consumption as such. In other words, this refers to the final consumption of goods and services in the household. True, the question of the relationship between the final consumption of goods and their production also has its political and economic subtleties. On the one hand, such consumption is taken out of the production process, and on the other hand, it is characterized as an internal element of production and reproduction of the most important economic resource - a person, more precisely, his ability to work, his physiological and human capital.
You should not perceive the sphere of consumption solely as an area of activity alienated from a person and semiautomatic adherence to habits and fashion trends. Consumption should not be reduced to the passive possession of things, separating and even opposing it to the processes of active and creative activity. There is another, lighter side to the issue. Consumption is turning into the sphere of human self-expression and, moreover, is increasingly becoming the sphere of innovative practices associated with the development of new social skills. This is due not only to its use as a tool of social differentiation and symbolic manipulation, but also to the functional complication of the consumer processes themselves. Today, the choice of even relatively inexpensive everyday items is associated with the need for at least a minimal study of the market, obtaining knowledge about the useful properties of various things that exist in almost countless variations, the differences between which are becoming more ephemeral. In addition, things, as they become easier to use, become more and more complex in content, offering an increasing number of functions and services that often exceed the level of knowledge and needs of the average user. Consumers must master a new thing, and not in order to pull it up to their needs (to "refine" it, as it used to be before - lying under the wheels of a car or getting into the "insides" of a simple tape recorder), but in order to pull up their needs to the possibilities things.
So, "consumption" is ...
The page contains a short version of the work.
You can get the full version at the offices of the All-Russian Training Center Elite Education or by e-mail.
1.4. Specificity of consumer behavior of young people in the labor market

The transition to market relations in the sphere of labor and employment in the context of the structural restructuring of the economy led to the emergence of a fundamentally new situation in social and labor relations. This situation was especially difficult and painful for young people, who, due to the specificity of socio-psychological characteristics, are not sufficiently prepared for the modern realities of the market. labor.
As shown by various monitoring conducted at the end of the 20th century, about one third of young people were unable to successfully adapt to the harsh economic situation. These young people experienced significant material and psychological difficulties, had difficulty integrating into the “free” economy, and were skeptical and pessimistic about reforms.
Studies by sociologists in recent years have shown that the stratification of young people by socio-economic characteristics has grown significantly. At the end of 2009, in the upper middle stratum, young people under 30 accounted for 39%, middle and basic - 24%, lower - 21%. In the total number of young people, those who have managed to start their own business make up from 2.5 to 3.5%. The previously manifested tendency of special activity of young people in the development of the private sector of the economy is confirmed: about 70-80% of non-state commercial enterprises were founded by 25-30 years old. Among those employed in the private sector of the economy, those who are not wage earners have the highest proportion of young people. In prestigious fields of activity with high wages and high qualifications, young people have the best chances.
However, the rich make up an insignificant part of the youth (about 2%). In Russia as a whole, young people aged 16 to 30 at the end of 2006 accounted for 19.3% of the number of the poor.
The number of young people in material productive labor is significantly reduced. Statistics show that the proportion of young people among the unemployed remains high. In 2004, it was 35.5%, in 2005 - 41%, in 2007 - 35%. In the lives of young people in recent years, the "feeling of anxiety about becoming unemployed" has become widespread. Every third (34%) registered at the labor exchange is a person under 29 years old. This indicator has significant differences across regions. According to the Ministry of Labor of the Russian Federation, in 13 regions of Russia in 1996 it exceeded 40%, in Altai and North Ossetia - 45%, in Dagestan - 57%.
Youth unemployment in Russia has its own characteristics. It did not arise in connection with demographic factors as in developing countries and not as a result of overproduction, characteristic of developed countries, and not even in the competition in the labor market with the more qualified older generation, which takes place in modern societies. Each of these reasons may arise sporadically, as, say, the expected entry into working age of more numerous cohorts in the coming years, nevertheless, they have not yet created a threat to youth employment. On the contrary, depopulation is growing, labor productivity is falling, and there is practically no competition. The main reason is the ineffective socio-economic policy, which resulted in the collapse of production, the cessation of financing in many industries, the predominant reduction in those jobs that ensured the development of material production, traditionally occupied by young people.
As a result, the optimism inherent in young people is replaced by anxiety in 21.8%; indifference in 13.8%; despair in 3.4%; indignation in 3.7% of young people. These are signs of escalating social tensions between young people and the new Russian establishment, leading to further alienation and the reproduction of social instability.
An important condition for the adaptation of young people to the market is work in their specialty. According to this indicator, young people are distributed as follows:
Group I - work in full accordance with the profession they have received, which indicates a high level of their professional status - 35.6%;
Group II - work in a completely different specialty or do not have it, which corresponds to the low level of their professional status. They have not yet taken place as a professional group - 45.2%;
Group III - work in a close, similar specialty and occupy an intermediate position in terms of the level of professional status. Their professional position is ambiguous, unstable - 19.2%.
One of the main modern problems in the labor market is the discrepancy between the level of specialists graduating from universities and the needs of society. A paradoxical situation has developed on the Russian labor market: in regions where there is a particularly acute shortage of specialists, their number is reduced to 10%. And almost half of university graduates are forced to change their specialization, and the new profession is often significantly different from the one received according to the diploma.
Professionally untrained and underachieved young people enter the labor market. Such a qualification level of graduates satisfies those managers whose enterprises operate outdated technologies and equipment. The majority of employers, on the other hand, focus on personnel with several related professions or specialties, capable of dynamic professional mobility.
According to the research, the main condition for employers is a high level of general technical and specialized training. However, new requirements are also being put forward: deep knowledge in the field of economics, electronic computers, psychology, sociology, law, ecology, foreign languages, etc.
Significant changes in the structure of labor market needs dictate the need to restructure educational policy. An analysis of the preferences of school graduates shows that the dominant priorities in this group of young people are associated, first of all, with the financial, economic and legal spheres of activity. “Economist”, “lawyer” are iconic professions that have become stereotypes of attractiveness in the public mind. These stereotypes continue to work, despite the saturation of the labor market with specialists of this profile, the lack of relevant vacancies (demand) and the emergence of unemployment among graduates with these specialties.
Another stereotype of attractiveness is the orientation of high school students to the professions of the humanitarian profile in the fields of education, science, culture, artistic creativity, and health care. They are attractive for future graduates rather by the content of their education than by the status and material prospects of future professional activities, which in fact can guarantee the majority of graduates a low level of wages. Further on the "ladder" of attractiveness are the spheres of trade, commerce, government. The overall picture is closed by the spheres of professional employment associated with engineering and technical activities and industrial production.
The current situation on the labor market is such that the supply of managers of different levels exceeds the demand by more than 2 times, lawyers - almost 2 times, economists - by one third. At the present stage, the demand for specialist engineers has increased. He exceeded the offer 2 times. The upward trend in the demand of manufacturing companies and large enterprises for middle managers, production managers, workshops and foremen was confirmed. Specialists with successful experience in sales of industrial products, programmers, information technology specialists, as well as industrial and construction workers are becoming more and more in demand.
The analysis of the correspondence of higher educational institutions to the Russian economy showed that the majority of educational institutions lack planning of volumes, profiles and level of training, graduates adequate to the requirements of a market economy. Educational institutions operate on the principle of survival, not adaptation to socio-economic transformations. There is a clear overabundance of specialists: up to 50% of all professions that university graduates receive remain unclaimed in the labor market (technical ones, even up to 80%).
At the present stage, young people are increasingly beginning to understand that education, specialty, qualifications are capital for investment, and the success of inclusion in the processes of social differentiation is determined by passing through the formal organizational structures of the institute of vocational education.
A study of the educational plans of high school students showed that 67.8% of them are going to enter a university, 18.2 - to a technical school or college, 3.8 - to vocational schools, to various vocational training courses, 3.1% - have other intentions. The number of applications submitted to state universities is growing every year; thus, from 2005 to 2009 it has more than doubled.
At the same time, attention is drawn to the growth trend in the proportion of young people with primary and incomplete secondary education in all branches of material production. In modern Russian conditions, the number of young people entering the labor market with an existing profession (specialty) is growing, and at the same time the number and proportion of those who are looking for work, not having not only a professional, but also a complete general secondary education, is increasing. This is confirmed by the tendencies of social and property stratification in the youth environment, which is the result of a similar process in society as a whole.
The participation in labor of 14-17-year-olds is the result of a decline in the standard of living of the population. The lower the family income, the more the family is interested in the adolescent's labor activity. It is the family in this case that can stimulate the termination of education and the entry into the labor market of an unskilled worker. The labor prospects of a young person in this case are unfavorable: there is a real danger of permanently gaining a foothold in the sphere of unskilled, as a rule, physical labor, which is fraught with lumpenization of the worker, his transition to marginal strata of society.
The process of obtaining professional knowledge, skills and abilities is most intensive in the group of 18-24 year olds. Within this framework, the majority of young people complete vocational training and strive no longer for episodic, but for permanent employment. Among the characteristics of labor activity, job security, opportunities for professional development and job growth are highlighted. Therefore, young people strive to acquire additional skills and abilities.
It is at the age of 21-24 that most young people experience the so-called “reality shock” associated with the fact that their ideal ideas about their future work activity conflict with the real situation in the workplace.
The period of the initial stage of a career, characterized by joining the organization and finding one's place in it, falls on the same age.
The striving of the individual to declare himself, to achieve success, to gain recognition in the organization characterizes an employee of 25-29 years. During this period, the initial mastering of the profession is completed, the formation of a qualified specialist or leader is underway; among moral values, the need for self-affirmation comes to the fore, a person tries to achieve independence in his actions. The success of aspirations depends on how successful the first stage of a career was, and whether the employee showed competence. If this condition is met, then he has the opportunity to become independent specialists in his field and rely on others as little as possible.
In the period of 21-29 years, most young people get married, the first children are born in families. An increasing proportion of young people, even unmarried, need a sufficiently high individual labor income due to the low standard of living of the family. This has a great influence on the labor behavior of young people. It is at this age that gender (sex) differences in the position of an employee in the labor market begin to appear. The birth and upbringing of children forces women to postpone their professional aspirations, which leads to their lagging behind in career growth from their male peers. In the system of labor motivation, material incentives return to the fore, which is associated with the need to support the family.
By 2010, the process of socialization of youth is completed, and society has the right to expect independent and responsible behavior in the sphere of social and labor relations from a full-fledged formed personality.
The research materials show that for the majority of young people the defining value of a “good job” is money, not content. Young people make their plans for labor activity, first of all, proceeding from the positions of “good salary” (67%), and not “interesting work” (33%). Money - this motive turned out to be decisive in choosing a place of work (according to the survey) for 59.9% of 17-year-olds, 65.3% of 24-year-olds and 64.4% of 31-year-olds.
Under the influence of structural transformations in the economy, the crisis in the public sector, the position of young people in material production has also changed. The outflow of youth from the public sector remains high. The credit of confidence of young specialists in the public sector is shrinking, since, firstly, in the minds of young people, the public sector continues to be associated with the administrative-command system. And secondly, forced downtime, miserable wages, and the constant threat of bankruptcy of enterprises undermined young people 's hopes of working in the public sector as a guarantee of stability.
The majority remain committed to government structures, either because there is no choice, or in order to be listed in the enterprise, but to earn money on the side. Only 24.4% of the respondents would prefer to work at a state enterprise or institution, if given the opportunity to choose.
The labor market, associated with the private sector of various forms of ownership, appears to be a potential space in which young professionals orient themselves, intending to offer their future workforce. The overwhelming majority of respondents (67%) expressed a desire to work in the non-state sector of the economy.
Thus, the position of young people in the labor market has its own characteristics:
- firstly, it is necessary to note the high level of social and labor mobility of young people. A significant number of young specialists (more than a third of the respondents) demonstrated their readiness to change the type of activity;
- secondly, young people enter working life with an orientation not to experience, but to the ideals assimilated in the process of education and upbringing. This phenomenon is seen as a negative characteristic of the young worker. Most organizations that have achieved a certain level of business resilience, pursuing strategies to diversify or enter new markets, prefer to conservate their workforce requirements, highlighting the requirements associated with already established experience. Organizations pursuing an entrepreneurial or course change strategy may be interested in workers who are oriented toward “ideal” views of the basic elements of work, especially when these views are consistent with the organizational culture of the firm. Lack of practical production experience will be welcomed by employers if the majority of those employed in a specific narrow segment of the labor market have negative experiences from the point of view of the changed business environment;
- thirdly, the unambiguous interpretation of the ability of young people to innovate seems insufficiently reasoned, since only those people who are well acquainted with the existing state of affairs, who see all the advantages and disadvantages of the current situation, can bring new ideas into the activities of the organization. This cannot be done by a young specialist, no matter how deep his theoretical knowledge and broad outlook may be. Sociological studies show that in practice, young people are often more conservative than workers in the middle and even older age groups, since the lack of work and life experience does not allow them to correctly predict the possible consequences of changes. Another thing is that young employees may turn out to be less resistant to innovations, but not so much because of their commitment to them, but because of insufficient commitment to the old;
- fourthly, the traditionally attributed to young people a higher educational level in comparison with older generations in modern Russian conditions is no longer indisputable. All large contingents of young people find themselves in the labor market, not having not only vocational, but also complete general secondary education.
Almost all employers negatively assess such qualities of young workers as lack of skills in working life and building relationships in a work group, instability of behavior, excessive emotionality, that is, everything that ...
The page contains a short version of the work.
You can get the full version at the offices of the All-Russian Training Center Elite Education or by e-mail.
2 Analysis of the study of the factors of consumer behavior of student youth in the context of globalization

2.1. Social prospects of youth in the context of globalization

So, when analyzing the study of the factors of consumer behavior of student youth, it is important to understand how the new generation reflects the specifics of the time, picks up the innovative, progressive, develops itself and improves life, or it gets lost, succumbs to difficulties, finds itself on the social sidelines.
When public figures - politicians, philosophers, economists, architects, scientists - conceive and implement their projects or programs, they most often explain (or justify) these achievements by the benefits that descendants receive or can receive. Whatever the quality of projects or programs, laws and decrees, the main argument is children and grandchildren, their benefit.
If the socio-economic changes in Russian social life that took place towards the end of the 20th century are really aimed at good, then young people for the most part should have felt this and evaluate the prospect of their lives as more or less prosperous. At the level of common sense, this means that the attitude of today's youth towards their future should be, for the most part, optimistic.
It is impossible not to notice that young people are always more optimistic than the older generation. Youth is not burdened by the difficulties of life, young people have the ability and desire to look at the world easily, as they say, through rose-colored glasses. At the same time, the reason for optimism-pessimism is undoubtedly the development of socio-economic processes, and not just age.
The influence of the ongoing social changes on the formation of people's social well-being is twofold: on the one hand, they open up new opportunities for achieving vital goals, increase the chances for the development of abilities, self-realization, help to achieve what was planned, on the other hand, they lead to a deterioration in the quality of life, a decrease in income levels, and others. means of realizing these new social opportunities.
To achieve goals and achieve the desired success, it is not always enough to have only personal qualities, such as activity, energy, hard work. The future of a young person often even depends on which school he goes to - urban or rural, which largely determines his admission and study at a particular university. The social and economic status of the parents is very important. Many young people, experiencing a shortage of material resources bordering on poverty, are forced to go to work. In connection with the introduction of tuition fees, many talented, but not rich children are sometimes left behind and cannot develop their abilities to the fullest.
However, in general, with the transition from centralized state planning to a market economy, from the rigid framework of an authoritarian system to democratization, people felt more free, as their opportunities for self-realization and achievement of their own goals expanded.
Do they feel ...
The page contains a short version of the work.
You can get the full version at the offices of the All-Russian Training Center Elite Education or by e-mail.

Formation and development of regional markets of the Russian Federation Development of financial markets in the regions

Presentation on the topic: Changes in the economy and social order h

Trends in consumer behavior among young people. Consumer behavior of Moscow youth