Sorokina G. Sociocultural analysis of consumer behavior of student youth.

Object: student youth consumer behaviour as a multivariate social phenomenon; Goal: study of student youth consumer behaviour and influence of socio-cultural factors on it; Research methods: analysis of documentary sources, questionnaire survey, comparative analysis, factor and cluster analysis of quantitative data; Theoretical and practical results: methodology of sociocultural approach to consumer behaviour analysis has been developed and applied, peculiarities of student youth consumer behaviour and factors affecting it were revealed, which allowed to typologize student youth consumer styles as a social group, we have summarised and systematized theoretical concepts in the field of consumer sociology, we have also specified and interpreted the meanings of such notions as "consumer behaviour", "consumer culture", "consumer consciousness"; Novelty: identification of consumer behaviour functions using sociocultural approach: in the cultural field - functions of rationalization, creation and support of cultural models, in the social relations field - functions of regulation and identification, definition of communicative strategy models of student youth consumer behaviour (inheritance, rationalization and identification strategies) with allowance for non-verbal social communication means; Degree of application: results of conclusions are used in development and teaching training courses "Sociology of consumption" "Sociology of advertisement", "Sociology of youth", "Socio-political marketing".