Contemporary Tendencies of Development of Consumer Models in Russian Society

DOI

10.2991/iscfec-19.2019.11How to use a DOI?

Keywords

human needs, consumer attitudes, transactional processes.

Abstract

The article shows how the development of communication technologies, transmission, processing of information and methods of advertising over the last two decades have changed the consumer attitudes of Russian society. The process of "soft" (mental) compulsion of people to aspiration of match the environment is highlighted as a tendentious. At the same time, there is a separation from personal (conscious) needs. Attention is focused on consumer imperatives. The evolution of the Russian consumer from naive to selective and diffusive or undecided is also shown in the article. The authors attempted to consider how certain types of goods get the status of fashionable fetishes. It depends on the price category and several other factors. It’s noted that the new technologies of marketing are one of the main transformation processes, which approached the point of consumption as close as possible. This leads to time reduction in the consumer's awareness of the need (the need for a particular product). This critically affects the quality of the transactional processes, which associated with the choice. In conclusion, sugges-tions are made about possible directions of development and the dangers of further approximation of marketing technologies in the life of a person and influence on the person.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - G. Prokofeva
AU  - A. Prokofev
PY  - 2019/05
DA  - 2019/05
TI  - Contemporary Tendencies of Development of Consumer Models in Russian Society
BT  - Proceedings of the International Science and Technology Conference "FarEastСon" (ISCFEC 2019)
PB  - Atlantis Press
SP  - 44
EP  - 47
SN  - 2352-5428
UR  - https://doi.org/10.2991/iscfec-19.2019.11
DO  - 10.2991/iscfec-19.2019.11
ID  - Prokofeva2019/05
ER  -