The formation of demonstrative behavior of consumers on the Ukrainian high-tech goods market

Viktoriia Zhurylo
PhD in Economics, Associate Professor of International Economy and Marketing Department, Taras Shevchenko National University of Kyiv, Ukraine, e-mail: vikzhur@gmail.com, ORCID ID: https://orcid.org/0000-0002-9533-1923

Cite this article:

Zhurylo, V. (2020). The formation of demonstrative behavior of consumers on the Ukrainian high-tech goods market [Formuvannia demonstratyvnoi povedinky spozhyvachiv na rynku vysokotekhnolohichnykh tovariv Ukrainy], Socio-economic research bulletin; Vìsnik socìal’no-ekonomìčnih doslìdžen’ (ISSN 2313-4569), Odessa National Economic University, Odessa, No. 2 (73), pp. 151–163.

Abstract

The essence of a phenomenon of demonstrative consumption under conditions of contemporary sociocultural and economic transformations is considered in the article. It is determined that the modern consumer strives to demonstrative consumption not only with the aim of demonstrating his own well-being and prestige, it is important for him attracting the attention of others by demonstrating his own abilities, individuality, and level of professionalism. It is summarized the key functions of demonstrative behavior: a communicative function aiming at transmission of information about a product’s owner to the public; a function of socialization consisting in adaptation of an individual to socially acceptable standards of consumer behavior; a regulatory function providing regulation of the social interaction of economic behavior of a human; a function of forming a personality through actualization of a mechanism for search of an identity, self-development and self-actualization. According to the marketing research of the Ukrainian market of high-tech goods were determined and characterized types of demonstrative behavior of consumers: status, perfectionism, self-affirmation, individuality, prestige, egocentrism, following fashion, creativity and «to be not worse than others». The main groups of consumers’ motives and needs, which stimulate them to a certain type of conspicuous consumption, are identified. It is proposed to companies that sell high-tech products on the Ukrainian market, when developing a marketing communication strategy, to take into account the social orientation of the target audience, its desire to form its own image and demonstrate to others individual achievements related to personal growth and development.

Keywords

conspicuous consumption; types of consumer behaviour; market of high-tech goods; motives and needs of consumers.

JEL classification: D120; D130; D190; DOI: https://doi.org/10.33987/vsed.2(73).2020.151-163

UD classification: 658.62:339.13:366.12

This work is licensed under a Creative Commons Attribution 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

References

1. Veblen, T. (1984). The theory of leisure class, an economic study of institutions. Trans. from Eng. S. D. Sorokina [Teoriya prazdnogo klassa; per. s angl. S. D. Sorokinoy], Progress, Moskva, 355 s. [in Russian]
2. Baudrillard, J. (2006). The consumer society. Myths and Structures [Obshchestvo potrebleniya. Ego mify i struktury], Kulturnaya revolyutsiya, Respublika, Moskva, 269 s. Seriya: Mysliteli XX veka. Retrieved from: http://www.library.ru/2/liki/sections.php?a_uid=117 [in Russian]
3. Goffman, I. (2000). The presentation of self in everyday life [Predstavlenie sebya drugim v povsednevnoy zhizni], Infra-M, Moskva, 299 p. [in Russian]
4. Rakhmanov, O. A. (2012). The styles of life of Ukrainian capitalists as a demonstration of social subjectivity in society [Stili zhyttia ukrainskykh kapitalistiv yak demonstratsiia sotsialnoi subiektnosti v suspilstvi], Ukrainskyi sotsium, No. 3 (42), s. 63–76 [in Ukrainian]
5. Illyin, V. (2000). Consumer behavior [Povedenie potrebiteley], Piter, St. Petersburg, 224 s. [in Russian]
6. Posypanova, O. S. (2012). Economic psychology: the psychological aspects of consumer behavior: monograph [Ekonomicheskaya psikhologiya: psikhologicheskie aspekty povedeniya potrebiteley: monografiya], Izd-vo KGU im. K.E. Tsiolkovskogo, Kaluga, 296 s. Retrieved from: http://www.aup.ru/books/m245 [in Russian]
7. Shaydakova, N. V. (2015). Socio-psychological aspects of demonstrative consumption of high school students and students: dissertation abstract [Sotsialno-psikhologicheskie aspekty demonstrativnogo potrebleniya starsheklassnikov i studentov: avtoreferat dissertatsii kand. psikholog. nauk], Moskva, 24 s. [in Russian]
8. Tsimerman, Yu. A. (2007). Demonstrative consumption in modern society (institutional analysis): dissertation abstract [Demonstrativnoe potreblenie v sovremennom obshchestve (institutsionalnyy analiz): avtoreferat dissertatsii kand. ekon. nauk], Moskva, 24 s. [in Russian]
9. Oparina, N. A., Tsvetkova, G. S. (2014). The multiplicity of demonstrative consumption factors: research evolution [Mnozhestvennost faktorov demonstrativnogo potrebleniya: evolyutsiya issledovaniy], Sovremennye problemy nauki i obrazovaniya, No. 5. Retrieved from: https://www.science-education.ru/ru/article/view?id=15282 [in Russian]
10. Zhurylo, V., Prygara, O. (2017). Influence of marketing communicative strategies on consumer behavior: a case of the high-technology market of Ukraine, Baltic journal of economic studies, Vol. 3, No. 3, рр. 4–12. DOI: http://dx.doi.org/10.30525/2256-0742/2017-3-3-4-12.
11. Moore, G. A. (2014). Crossing the chasm: marketing and selling high-tech products to mainstream customers or simply crossing the chasm. Harper Business Essentials, 227 р.