CONSUMER CULTURE FORMATION IN UKRAINE HIGH-TECH MARKET
Journal Title: Вісник Одеського національного університету. Економіка. - Year 2016, Vol 21, Issue 1
Abstract
The article deals with the background of the formation of a new consumer culture in Ukraine, the key features of consumers demand at the high technology market and affect the forming its consumption culture in the nowadays society were identified. The definition of the category “consumer culture at the high technology market” is formulated from the marketing point of view. According to the results of marketing research, conducted to identify the features of the market behaviour of Ukrainian consumers of high-tech products, it is found out the main tends of consumers behaviour, external and individual factors of actualization and influence on the consumers motivation. In the article it is found that rise of level of technological knowledge of Ukrainian consumers, active interpersonal communication, tendency to “not fall behind” the social environment and accent the own identity have an influence on the transformation of the consumer culture and also the directions of consumer preferences transformation.
Authors and Affiliations
Victoria Zhurylo
Keywords
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