We believe that generational theory provide a great opportunity to describe the practice of modern consumer Russians than the analysis of consumption patterns selected segments of certain goods and services. Sociological, as economic analysis of consumer attitudes and orientations eliminates emotional assessment of the facts in the consumer behavior of different groups of generations. С onsumption, consumer behavior of different social groups claim the status of the economic basis of the nature of social stratification. With the transition to a market economy in modern Russian society consumption becomes more and more important to the change in the dominant social structure. Sociological approach consumer marketing research. So, the attitude to yourself, other people, family, parenting, power and so on, to whole society. The symbolic value of products, preferred and purchased by individual groups (segments) of consumers shows a certain style of life. Researchers observing the set of repeated practice, it can identify people stable performance characteristics of their social roles. Set of goods and services, the choice of different levels of quality, the range of preferences consistent with the understanding of their own consumer lifestyles. Unique facts acquire different social groups of goods and services do not provide a reasonable basis for identifying the prevailing styles of consumption. In consumption, people often prefer some products, services, activities, events to others, because they relate to the acquisition of a certain way of life.Ĭonsumption models allow us to better understand the attitudes and values of consumers. The purpose of the product due to the social situation is long-term and constant, which allows the researcher to capture the trends and sustainable consumption. However, the daily nature of the process of life of large groups of people and their consumer behavior in particular, to empirically capture the real purchasing activities and preferences. High dynamics with the developing markets in Russia do not allow to speak specifically about the well-established practice of consumer behavior. In Russia the consumer markets are characterized by a rapid rate of growth. The growth process post industrialization our social development, pose theorists and marketing professionals need to study the social phenomena of consumer behavior, which show large groups (segments) of the population, what are the generation. This article refers to the study of consumer behavior as a value-oriented practice of participation of large groups of people (generations) in consumption. Socio-demographic and psychographic analysis of the market consumption. Generation of “baby bumers”, “X», «Y», «Z». The study of consumer behavior of large market segments in Russia: generational approach. Promotion of the Russian State University for the Humanities
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