A STUDY OF YOUTH VALUES AND CONSUMER PREFERENCES

Efimova D.M. (), Meshkov A.A. (), Musatov B.V. () and Evseeva D. ()
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Efimova D.M.: Plekhanov Russian University of Economics
Meshkov A.A.: Plekhanov Russian University of Economics
Musatov B.V.: Plekhanov Russian University of Economics
Evseeva D.: Plekhanov Russian University of Economics

Annals of marketing-mba, 2016, vol. 2

Abstract: Search methods of influence on consumer choice young audiences is seen through students' research, which we see as "opinion leaders" among young people. Considering the student audience, we consider and analyze - what value orientations and consumer preferences which are peculiar to the selected segment. The study was performed by conducting focus groups with students Plekhanov Russian University of Economics. The study revealed some gender differences in consumer preferences of young respondents in the study group of goods. developed a hypothesis about the possibility of constructing a model of marketing management experience in client contact points on the basis of analysis of indicators of "human values" - "consumer preferences".

Keywords: values; human values; consumer preferences; the young audience; marketing techniques; research in focus groups (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2016
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