Socio-psychological determinants of structural changes in consumer priorities of the population in crisis conditions of economy
Journal Title: Економіка. Фінанси. Право - Year 2017, Vol 2, Issue
Abstract
This work highlights the socio-psychological factors of structural changes in consumer priorities of population under conditions of economic crisis. The aim of the article is to study the impact of crisis events on the change of consumer priorities of population. The main factor of consumer behavior is the material condition of the consumer. The economic crisis has led to radical changes in consumption patterns of the population. For 15 years since the approval of the consumer basket was changed the standard of living of citizens and their benefits, not only in the diet, but also in services included in the basket. According to experts, the consumer basket will change to European standards, which means its increased cost. The possible inclusion of services such as education and treatment may appear and select "entertainment." In some European countries in the consumer basket is even clothes. The economic crisis has caused that households of Ukraine gradually moving from extensive consumer spending increase to a maximum cost savings due to reduction of volumes of consumption of certain goods and services. The analysis of scientific literature and own research allows to determine the factors that affect the change of consumer behavior of the population, namely social class, a large social group, reference group, small-group membership (including family), personality lifestyle, social motivation personality, norms and values and socio-cultural field, which includes fashion, advertising, mass media (including the Internet). Given the fact that a significant share of Ukraine's GDP is produced by households for successful socio-economic development needs to solve following priorities in social policy: 1) to strengthen the status of the middle and small businesses, in particular, growth the share of medium-affluent households based on changes in their priorities of effective work; 2) to gradual satisfaction of housing needs, quality health services and treatment, recreation and culture; 3) to increase the average and marginal propensity to save all in segments of the population; 4) to improve the economic situation the government needs to develop a number of decisions about reducing imports of consumer goods.
Authors and Affiliations
Valerii Honchar
Keywords
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