LIFE STYLE OF RUSSIAN YOUTH project author assistant

LIFE STYLE OF RUSSIAN YOUTH project author assistant professor of Marketing Department at the Far-Eastern Federal State University Elena Tyurina, Vladivostok e-mail: turina 5@mail. ru North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru CONSUMER BEHAVIOR AND LIFE STYLE • Consumer behavior is the study of when, why, how, and where people do or do not buy product. It blends elements from psychology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. . North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru CONSUMER BEHAVIOR AND LIFE STYLE • Consumer behavior is influenced by: demographics, lifestyle, personality, motivation, knowledge, attitudes, beliefs, and feelings. Consumer behavior concern with consumer need consumer actions in the direction of satisfying needs leads to his behavior of every individuals depend on thinking. • Lifestyle is the modern conception that explain consumer behavior North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru LIFE STYLE IS Form of human existence in the world, expressed in his activities, interests and opinions. Life style mirrors the "whole person" in its interaction with the surrounding Ph. Kotler, 2006 North-Eastern University, Shenyang, November 2010 4

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru TIME We spent time every second North-Eastern University, Shenyang, November 2010 5

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru MONEY Earn, save, invest, spend, present North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru HUMAN INTELLIGENCE We form it, exchange it for money, other goods and benefits, and pleasures North-Eastern University, Shenyang, November 2010

Different lifestyles North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru STRUCTURE OF STUDENTS QUANTITY BY THEIR MAJOR North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru WHERE YOUNG PEOPLE SPEND THEIR TIME at home usually out of door usually don’t know North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru WHAT YOUNG PEOPLE SPEND TIME ON Way • • • • very often Read books on major 12, 4 Do nothing 8, 7 Invite my friends 20, 7 Listen to music 42, 2 Read newspaper and magazines 18, 6 Watch TV and video 35, 1 Do some homework, help my parents 31, 0 Perfect my appearance 24, 4 Sleep 27, 3 Play computer games 15, 5 Read fiction 14, 9 Look after my pet 11, 2 Drink beer 10, 7 Share of responses, % often seldom 26, 5 28, 9 16, 1 28, 5 35, 5 31, 8 34, 7 17, 8 36, 0 25, 6 33, 9 25, 2 33, 5 27, 3 25, 2 31, 4 28, 5 32, 6 18, 6 25, 6 22, 7 25, 2 13, 6 22, 3 26, 0 22, 8 North-Eastern University, Shenyang, November 2010 never 32, 2 46, 7 12, 0 5, 4 19, 8 5, 8 8, 3 19, 0 11, 6 41, 3 37, 2 52, 9 40, 5

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru WHERE YOUNG PEOPLE SPEND THEIR TIME at home usually out of door usually don’t know Male Female Sex North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru OPINIONS OF RUSSIAN YOUNG PEOPLE ABOUT DEVELOPMENT OF RUSSIAN SOCIATY the 1 st goal the 2 nd goal establish order in the country listen to the opinions of citizens in governme nt decision -making achieve high economic growth rates North-Eastern University, Shenyang, November 2010 move to the humane society

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru SATISFACTION AT LIVING CONDITIONS completely satisfied rather not satisfied undecided completely satisfied more satisfaction Share of responses, % North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru SATISFACTION AT LIFE completely satisfied rather not satisfied undecided completely satisfied more satisfaction Share of responses, % North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru • • • • • • • Utterance WHAT IS IMPORTANT FOR RUSSIAN YOUTH % share of responses Strongly important Important Unimportant Strongly unimportant Don’t know Love and be loved Create a family Educate children Love for the Motherland Beautiful appearance Belief in God Devotion to friends Favorite job High income Stable job Opportunity of professional growth Patient Supervision work To help people Have good manners, be courteous Discipline and order Responsibility Diligence Modesty Punctuality Serve other people Enjoyment of Life Self-realization To please other people Independence 75, 6 57, 4 58, 7 30, 9 45, 0 28, 1 16, 9 62, 4 70, 2 59, 9 17, 3 19, 8 21, 1 33, 1 31, 8 21, 9 55, 4 25, 6 21, 1 25, 2 3, 7 16, 9 12, 8 20, 7 14, 0 21, 1 10, 3 5, 4 5, 0 9, 5 1, 7 4, 5 6, 2 10, 3 7, 4 20, 2 15, 7 3, 3 2, 0 2, 5 1, 7 1, 4 1, 2 5, 0 1, 8 8, 7 1, 7 3, 3 1, 7 2, 9 66 45, 4 47, 9 35, 1 25, 6 31, 8 30, 1 36, 8 5, 0 16, 1 13, 6 19, 4 2, 0 3, 3 5, 4 6, 6 1, 2 3, 3 2, 9 2 50, 8 45, 9 57, 4 23, 1 21, 9 54, 1 13, 6 69, 0 44, 6 76, 0 34, 7 36, 8 33, 5 39, 7 34, 3 31 21, 5 23, 1 24, 4 16, 5 8, 3 13, 6 7, 4 22, 7 27, 3 8, 7 32, 2 9, 5 4, 1 20, 7 2, 9 3, 7 2, 5 0, 8 6, 2 12, 8 5, 4 27, 3 2, 5 0, 8 8, 7 2, 1 2, 5 1, 2 0, 8 8, 3 3, 7 0, 8 5, 4 1, 2 1, 7 2, 5 North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru FINANCIAL POSITION OF RUSSIAN YOUNG PEOPLE not enough money for food, always taking into debt do not deny myself anything buy expensive items easily enough money for food only enough money to buy food and clothes Share of responses, % North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru WHY YOUNG PEOPLE DON’T USE WISHFUL CHANCES sports activities / no time Recreation in the cinema, cafes, clubs / no money rest at home / no time Reason outdoor recreation / no time Wishful chance trip / no money skydiving / no money reading books / no time Share of responses, % North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru HOW MUCH MONEY YOUNG PEOPLE SPEND Mobile Communications Nightclubs Savings Concerts Sports Beer and other alcohol S Music M Books Cosmetic and perfumery L Clothing Cigarettes Theatre and Cinema Transport Food Share of responses, % North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru YOUTH POSITION on the basis of alternative opinions " I want to realize my ambitions (-5) / I want to maintain the relationship (5) " Share of responses, % North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru YOUTH POSITION on the basis of alternative opinions "The material side does not interest me, I'm not a careerist (5) / I want success and money (-5) " Share of responses, % North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru YOUTH POSITION on the basis of alternative opinions "I want to Cultural Education (5) / I want to play sports (-5)" Share of responses, % North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru YOUTH POSITION on the basis of alternative opinions "I am willing to meet your future (5) / I want to be a leader in making major decisions (-5)" Share of responses, % North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru YOUTH POSITION on the basis of alternative opinions "I want to use my resources for yourself (5) / I want to use my resources to benefit society (-5)" Share of responses, % North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru FREE TIME FOR PERSONAL INTERESTS: ENOUGH? Enough Not enough Share of responses, % North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru DO YOUTH LIKE WATCH TV? Do not like Like Rather dislike Rather like Share of responses, % North-Eastern University, Shenyang, November 2010

РЕЙТИНГ ТЕЛЕПЕРЕДАЧ Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru YOUNG PEOPLE COSTS BY ITEMS Another Education Sports Services Household Goods Manufactured goods Beauty Communication Health Transport Food Car Gifts Relaxation Clothing North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru Share of responses, % TIME FOR SLEEPING: SHARE IN YOUTH LIFE Share of 24 -hours day time, % North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru Share of responses, % TIME FOR SHOPPING: SHARE IN YOUTH LIFE Share of 24 -hours day time, % North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru Share of responses, % TIME FOR EATING: SHARE IN YOUTH LIFE Share of 24 -hours day time, % North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru Share of responses, % TIME FOR EDUCATION: SHARE IN YOUTH LIFE Share of 24 -hours day time, % North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru Share of responses, % TIME FOR ADDITIONAL EDUCATION: SHARE IN YOUTH LIFE Share of 24 -hours day time, % North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru Share of responses, % TIME FOR HOMEWORK: SHARE IN YOUTH LIFE Share of 24 -hours day time, % North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru 1 TYPE. «HOME» 40% • They are 40% of total. Mostly part of them live with parents. Age-sex structure is homogeneous: 50% of boys and 50% girls. They usually don’t work during their studying. Regularly attend school/university and devote time to homework. Often go to cinema. Have free time a lot and spend it with friends. Usually play computer, watch TV and movies, do homework, make up, read fiction, listen to music during their staying at home. Use the Internet as a teaching, so and for entertainment purposes. Girls often talk on the phone, like shopping. Costs consist of spending on transport, for services related to the learning process: internet, printing etc. • Make impulsive purchases: Drinking water or juice, chocolate, chewing gum, coffee cups. The biggest expenditure is clothing. Visit night clubs and cafes. Regularly use the services of hairdressing salons. Focused on healthy: do training exercise or attend fitness club. This type of young people meet the following statements: I have a quiet life; I try to enjoy life to the fullest; if it were possible, I would not have worked. North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru 2 TYPE. «MIGRANT BIRDS » 6% • They are 6% of total only. • Spend about 2 -4 hours to go home or university • Often go to cinema. Have free time a lot and spend it with friends. Usually play computer, watch TV and movies, do homework, make up, read fiction, listen to music during their staying at home. Use the Internet as a teaching, so and for entertainment purposes. Girls often talk on the phone, like shopping. Costs consist of spending on transport, for services related to the learning process: internet cafes, printing. • • . North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru 3 TYPE. «SELF-DEPENDENT» 22% • Live in a dorm, rent an apartment or have own. Their share of the total is 22%. Spend time on visiting school, homework, friends. Spend time on cooking and buying food. Try to buy products on the market. Seldom eat in fast food. More often buy clothes at markets than in supermarkets. They watch TV 2 -4 hours per day. Spend free time on cinema, sometimes visiting nightclubs. Prefer to "drink beer" with friends (cheap rest in Russia). Often work part time. North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru 4 TYPE. «GOLD YOUTH» 15% • Most of them - are from more mean income families. They are the richest from young people. Live with their parents or in rented or own apartments. Their performance usually is low. Pay the studying little time They usually spend a lot of free time out of door. Often go to premium cafes, pizzerias, nightclubs, cinema and others. "Golden Youth", who lives separately from parents, spends a lot of money on food, making expensive gifts and buying brand clothes. Have a personal car or planning to buy it. For mobile communications spend more than 50 USD per month. Have expensive mobile phone (e. g. Iphone). Attend fitness centers. Use of expensive cosmetics, regularly visit beauty salons. They correspond to the following set of statements: I try to enjoy life to the fullest; I strive to satisfy all my needs, to realize all my interests; I lead a rich and varied life; I live for today, I love to have fun. North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru 5 TYPE. «BEES» 15% • Want to achieve much in life. Ambitious and determined. Attend classes, complete homework, engage in selfeducation, work. Free time is not enough, even on weekends. Try to spend it on good goals. Often eat in fast foods. Stand up early, come home late at night. Attend nightclubs seldom. Buy energy drinks seldom. They are independent of their parents. Reading professional literature and journals. Many of them have a car. They correspond to the following set of statements: I do not regret my time for need acts I take an active part in public life • I always educate myselves. North-Eastern University, Shenyang, November 2010

Life Style of Russian Youth, Elena Tyurina, e-mail: turina 5@mail. ru 6 TYPE. «ACTIVE» 8% • They are professional sportsman often and take part in youth movements. Range of interests is limited to sports, youth movement etc. Free time is not enough. Often buy mineral water, energy drinks, chocolate. Don’t drink alcoholic beverages. Watch TV sports and youth programs. They correspond to the following set of statements: practice sports, participate in youth movements; look after my appearance; I lead a healthy lifestyle. North-Eastern University, Shenyang, November 2010