
FACTORS AFFECTING CONSUMER BEHAVIOUR OF RUSSIAN YOUTH WHEN CHOOSING FASHION CLOTHES
(STEF92 Technology, 2017, E. Grunt)
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In this paper we extend an existing approach developed by M. Abrams to the analysis of Russian youthВ’s consumer behavior in the field of fashion. The major research objective was to clarify whether the choice of fashion clothes constitutes a certain form of consumer behavior and, if so, which factors affect this social activity. {{Methodology.}} Fashion as a phenomenon has been considered from the standpoint of the concept of imitation, the theory of demonstrative consumption, theories of postmodernism, theory of...
