efim b. galitskiy elena s. petrenko elena g. galitskaya (the public opinion foundation) report at...
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The Consumer Strategies of Russian Citizens
Efim B. Galitskiy
Elena S. Petrenko
Elena G. Galitskaya
(The Public Opinion Foundation)
Report at the Theoretical and Practical Conference: “International Marketing Strategies of Companies under Post-Crisis Conditions. Developed and Emerging Markets, CIS and Russia”, December 9-10th, 2010.Peoples’ Friendship University of Russia (PFUR), Higher Institute of Foreign Trade of Dunkirk (ISCID, France).
The Research TasksTo learn the Structure of Modern Consumer
Practices of Russian CitizensTo reveal the groups of Russians for which
these or those styles of consumer behavior are typical
To study the characteristics of each groupTo start learning the dynamics of their size and
habitsTo research the consumer strategies in
population groups having different resource levels
Innovative Analytical Strategy of the POF (Sociography)• Are sequentially applied:
• Principal Components Analysis(classical or categorical)
• Cluster Analysis• Hierarchical• K – means• Classification Tree
• Some methods are used in a special manner• E.g., factors are multiplied by special coefficients
before Cluster Analysis
The Information BasisUnited data of six weekly All-Russian representative
polls of the POF (September – October 2010)General sample size – 12 000 respondentsThe sample covers 205 centers of population, 64 regions of
the Russian FederationMegapoll in the network of the “Georating” project
of the POF (November 2010)68 regions of the Russian Federation are represented, on
the territory of which 91% of Russian adult population liveThe sample covers 1954 centers of population, including
676 cities, 315 urban settlements and 963 villagesSample size in each region of the Russian Federation – 500
respondentsTotal sample size – 34 000 respondents
Question: “Could you tell in what activities were you involved during the last two or three years?”
1. getting bank credit2. getting credit in shop3. PC usage4. Internet usage, maintaining email correspondence5. going abroad6. paying for goods and services with a plastic card7. dealing with foreign currency8. visiting beauty salons9. travelling by air10. buying sporting goods and / or tourist equipment11. attending fitness center or sports club12. using the service of home delivery of goods13. getting supplementary education, upgrading professional skills14. mobile phone usage15. Smartphone usage
Structure of Modern Practices(Revealed by the Principal Components Method)
Modern Practices
High Level Practices*
Practices aimed at individual
development
Practices connected with going
abroad
Basic Practices
Computer and Communicatio
n Practices
Credit Practices
* High Level Practices in the sense of Maslow’s Pyramid (need for self-actualization and knowledge).
Generalized Indicators of Consumer BehaviourGeneralized Indicator * Modern Practices
High Level Practices
Individual development
• Buying sporting goods and / or tourist equipment• Attending fitness center or sports club• Using the service of home delivery of goods• Getting supplementary education, upgrading
professional skills• Smartphone usage
Going abroad• Visiting foreign countries• Dealing with foreign currency• Travelling by air
Basic Practices
Computer and Communication
• PC usage• Internet usage, maintaining email
correspondence• Mobile phone usage
Credit activity• Getting bank credit• Getting credit in shop
*Ratio of average number of options stated by respondents to the general number of options in an indicator.
10 Styles of Consumer Behaviour2 4
34
8
14
9
12
28
18
Style 1. All modern practices (2%)
Style 2. Visiting foreign countries, Computer and Communication and other practices in part (4%)
Style 3. All modern practices except visiting foreign countries (3%)
Style 4. Partly Computer and Communication, credit practices and visiting foreign countries (4%)
Style 5. Computer and Communication prac-tices, individual development (8%)
Style 6. Computer and Communication prac-tices only (14%)
Style 7. Computer and Communication, credit practices (9%)
Style 8. Credit practices and mobile phones (12%)
Style 9. Mobile phones only (28%)
Style 10. No modern practices (18%)
20%
80%
Styles 1-5 – users of high level practices (20% according to six weekly polls as well as the “Georating” data, November
2010)
Users of High Level Practices.Rules of Segmentation
Type
Number of options stated in each group of practices
Other key features of the groups
% of the
popula-tion
Individual development(5 practices)
Visiting foreign countries
(3 practices)
Computer and Communication
(3 practices)
Credit activity(2 practices)
Style 1. All modern practices 1,91.1 2 2 2; 3 0,4
1.2 3; 4; 5 2; 3 2; 3 1,5
Style 2. Visiting foreign countries, Computer and Communication and other practices in part 4,02.1 2; 3 0; 1 0,8
2.2 0; 1 2 2; 3 1,1
2.3 0; 1; 2 3 2; 3 2,1
Style 3. All modern practices except visiting foreign countries 2,93.1 2; 3; 4; 5 0 0; 1 1; 2 0,3
3.2 2 0; 1 2; 3 2 0,5
3.3 2 0; 1 2; 3 0; 1Beauty salons, Smartphone
0,3
3.4 3; 4; 5 0; 1 2; 3 1,8
Style 4. Partly Computer and Communication, credit practices and visiting foreign countries 3,94.1 1 0; 1 1,2
4.2 0; 1 1 2; 3 2,7
Style 5. Computer and Communication practices, individual development 7,85.1 2; 3; 4; 5 0 0; 1 0 0,4
5.2 0; 1 0 2; 3 0 4,5
5.3 2 0; 1 2; 3 0; 1Beauty salons, no
Smartphone0,7
5.4 2 0; 1 2; 3 0; 1 No beauty salons 2,2
Non-users of High Level Practices.Rules of Segmentation
Number of options stated in each group of practicesOther key features of the
groups
% of the
popula-tion
Individual development(5 practices)
Visiting foreign countries
(3 practices)
Computer and Communication
(3 practices)
Credit activity
(2 practices)
Style 6. Computer and Communication practices only 14,0
6.1 0; 1 0 2; 3 1; 2 Moscow 0,3
6.2 0; 1 0 2; 3 0 13,7
Style 7. Computer and Communication, credit practices 8,77.1 0; 1 0 2; 3 1; 2 Except Moscow 8,7
Style 8. Credit practices and mobile phones 11,7
8.1 0; 1 0 0; 1 1; 2 11,7
Style 9. Mobile phones only 27,8
9.1 0; 1 0 1 0Secondary education or
higher27,0
9.2 0; 1 0 1 0Lower than secondary education, 18-42 years
old0,8
Style 10. No modern practices 17,5
10.1 0; 1 0 0 0 14,6
10.2 0; 1 01
0Lower than secondary
education, 43 years and older
2,9
Individual development (High Level Practices)
Going abroad (High Level Practices)
Credit activity (Basic Practices)
Computer and Communication (Basic Practices) 0.0
0.5
1.0
Style 1. All modern practices (2%)
0
0,1
0,2
0,3
0,4
0,5
0,6
0,7
0,8
0,9
1Компьютеризация и коммуникации
Современные бытовые практики
Склонность к заграничным поездкам
Склонность к пользованию кредитами
Пользующиеся всеми современными практиками, а иногда и кредитами
Group Russia
Younger than 36 71% 36%
Higher education 65% 20%
Income is higher than 20 000 rub. per month
39% 8%
Can afford large household appliances
70% 19%
Managers and experts 66% 18%
Residents of Moscow 40% 7%
Individual development (High Level Practices)
Going abroad (High Level Practices)
Credit activity (Basic Practices)
Computer and Communication (Basic Practices) 0.0
0.5
1.0
Style 2. Visiting foreign countries, Computer and Communication and other practices in part (4%)
Group Russia
Younger than 46 68% 53%
Higher education 50% 20%
Income higher than 20 000 rub. per month
28% 8%
Can afford large household appliances
53% 19%
Managers , experts and employees
62% 29%
Residents of megalopolises
47% 18%
Individual development (High Level Practices)
Going abroad (High Level Practices)
Credit activity (Basic Practices)
Computer and Communication (Basic Practices) 0.0
0.5
1.0
Style 3. All modern practices except visiting foreign countries (3%)
Group Russia
Younger than 36 74% 36%
Higher education 40% 20%
Income higher than 10 000 rub. per month
44% 29%
Can afford large household appliances
46% 19%
Experts 34% 13%
Students 17% 5%
Residents of cities with a population from 50 thousand to 1 million
52% 36%
Individual development (High Level Practices)
Going abroad (High Level Practices)
Credit activity (Basic Practices)
Computer and Communication (Basic Practices) 0.0
0.5
1.0
Style 4. Partly Computer and Communication, credit practices and visiting foreign countries (4%)
Group Russia
Younger than 46 68% 53%
Higher education 37% 20%
Income higher than 10 000 rub. per month
46% 29%
Can afford large household appliances
38% 19%
Managers and experts 34% 18%
Residents of cities with a population of more than 250 thousand
51% 36%
Individual development (High Level Practices)
Going abroad (High Level Practices)
Credit activity (Basic Practices)
Computer and Communication (Basic Practices) 0.0
0.5
1.0
Style 5. Computer and Communication practices, in-dividual development (8%)Group Russia
Younger than 28 49% 22%
Higher education 38% 20%
Income higher than 10 thousand rub. per month
40% 29%
Can afford clothes 81% 58%
Experts 27% 13%
Students 16% 5%
Residents of cities with a population of more than 50 thousand
72% 55%
Individual development (High Level Practices)
Going abroad (High Level Practices)
Credit activity (Basic Practices)
Computer and Communication (Basic Practices) 0.0
0.5
1.0
Style 6. Computer and Communication practices only (14%)
Group Russia
Younger than 28 41% 22%
Higher education 30% 20%
Had no income 19% 11%
Can afford clothes 67% 58%
Experts 19% 13%
Students 12% 5%
Residents of cities 81% 73%
Individual development (High Level Practices)
Going abroad (High Level Practices)
Credit activity (Basic Practices)
Computer and Communication (Basic Practices) 0.0
0.5
1.0
Style 7. Computer and Communication, credit practices (9%)
Group Russia
Younger than 46 79% 53%
Higher or specialized secondary education
75% 57%
Income higher than 10 000 rub. per month
41% 29%
Can afford clothes 68% 58%
Experts, employees and workers
75% 49%
Industry, science, education
30% 19%
Residents of cities with a population of less than 50 thousand, urban settlements
29% 18%
Individual development (High Level Practices)
Going abroad (High Level Practices)
Credit activity (Basic Practices)
Computer and Communication (Basic Practices) 0.0
0.5
1.0
Style 8. Credit practices and mobile phones (12%)
Group Russia
36-58 years old 64% 41%
Specialized secondary education
46% 37%
Not enough money to buy clothes
50% 42%
Workers 45% 25%
Residents of cities with a population of less than 50 thousand, urban settlements and villages
58% 45%
Individual development (High Level Practices)
Going abroad (High Level Practices)
Credit activity (Basic Practices)
Computer and Communication (Basic Practices) 0.0
0.5
1.0
Style 9. Mobile phones only (28%)
Group Russia
51-66 years old 35% 24%
Vocational school, general or specialized secondary education
86% 70%
Nonworking pensioners
34% 26%
Individual development (High Level Practices)
Going abroad (High Level Practices)
Credit activity (Basic Practices)
Computer and Communication (Basic Practices) 0.0
0.5
1.0
Style 10. No modern practices (18%)
Group Russia
60 years and older 70% 23%
No secondary education
44% 10%
Income around 5-10 thousand rub. per month
60% 36%
Not enough money to buy clothes
61% 42%
Nonworking pensioners
74% 26%
Villagers 41% 27%
Average age of Russians possessing different styles of consumption
Style 1. All modern practices (2%)
Style 2. Visiting foreign countries, Computer and Communication and other practices in part (4%)
Style 3. All modern practices except visiting foreign countries (3%)
Style 4. Partly Computer and Communication, credit practices and visiting foreign countries (4%)
Style 5. Computer and Communication practices, individual development (8%)
Style 6. Computer and Communication practices only (14%)
Style 7. Computer and Communication, credit practices (9%)
Style 8. Credit practices and mobile phones (12%)
Style 9. Mobile phones only (28%)
Style 10. No modern practices (18%)Style
1Style
2Style
3Style
4Style
5Style
6Style
7Style
8Style
9Style 10
31
38
30
39
3134 36
4448
64
Typ
e A
. (H
igh
reso
urc
es)
Typ
e B
. (M
ed
ium
reso
urc
es)
Typ
e C
. (L
ow
reso
urc
es)
Typ
e D
. (T
he l
east
reso
urc
es)
Typ
e E
. (F
ull
reso
urc
es
pen
sion
ers
)
Typ
e F
. (N
ot
full
reso
urc
es
pen
sion
ers
)
Working and able to work Off-the-job pensioners
67
45
24
116
1
62
41
24
117
2
Six weekly polls, September–October 2010
“Georating”, November 2010
Users of High Level Practices (Styles 1-5) by groups of the Resource Typology of the POF, % of the group
Consumer Structure of groups of the Resource Typology of the POF. “Georating”, November 2010 (% of the group)
Type A Type B Type C Type D Type E Type FWorking and able to work Off-the-job pensioners
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Style 10Style 9Style 8Style 7Style 6Style 5Style 4Style 3Style 2Style 1
Working and able to work Off-the-job pensioners
There’s higher educationin family
There’s no highereducation in family
Graduates Nongraduates
Can affordlarge
householdappliances
Canaffordclothes
Can’taffordclothes
Cities withpopulation
of morethan 250thousand
Cities withpopulationof less than
250thousand
and villages
Moscow
Cities withpopulation
of morethan 250thousand
Cities with apopulation of more than
50 thousand
Cities with apopulation of less than 50thousand and
villages
Specializedsecondaryeducationin family
No specializedsecondary educationin family
Canaffordclothes
Can’taffordclothes
Persons withspecializedsecondaryeducation
Persons withoutspecializedsecondaryeducation
There’s highereducationin family
There’s specializedsecondary education
in family
No specializedsec. education
in family
Cities with apopulation of more than
50 thousand
Cities with apopulation of less than 50thousand and
villages
Resource Typology of Russian Adult Population
A1 (4,8%)
B1 (6,9%)
B3 (1,8%)
B2 (1,7%)
C1 (2,1%)
C5 (3,7%)
C3 (8,7%)
E1 (8,1%)
E2 (4,1%)
F2 (10,3%)
F1 (4,0%)
D2 (5,0%)
D3 (22,0%)
D1 (1,6%)
A – High resources* (4,8%)
B – Medium resources* (11,9%)
C – Low resources* (28,3%)
D – The least resources* (28,6%)
E – Full resources pensioners (12,2%)
F – Not full resources pensioners (14,3%)*Off-the-job pensioners are excluded from this group
Cities withpopulationof less than
250thousand
and villages
Can affordlarge
householdappliances
Can’t affordlarge
householdappliances
B4 (1,5%)
C4 (9,1%)
C2 (4,7%)
Appendix
Question: “Do you read newspapers at least monthly? If so, what carriers do you prefer?”
Style 1. All modern practices (2%)
Style 2. Visiting foreign countries, Computer and Communication and other practices in part (4%)
Style 3. All modern practices except visiting foreign countries (3%)
Style 4. Partly Computer and Communication, credit practices and visiting foreign countries (4%)
Style 5. Computer and Communication practices, individual development (8%)
Style 6. Computer and Communication practices only (14%)
Style 7. Computer and Communication, credit practices (9%)
Style 8. Credit practices and mobile phones (12%)
Style 9. Mobile phones only (28%)
Style 10. No modern practices (18%)
Style 1
Style 2
Style 3
Style 4
Style 5
Style 6
Style 7
Style 8
Style 9
Style 10
50
65
71
55
6663
68 70
64
49
44
14
29
18 1612
10
1 1 0
16
2320
31
23 24 2528
34
46
In print In the Internet Don't read
Question: “Do you read magazines at least monthly? If so, what carriers do you prefer?”
Style 1
Style 2
Style 3
Style 4
Style 5
Style 6
Style 7
Style 8
Style 9
Style 10
56
70
64 6459
49
54
43
36
17
28
8
23
4
118 8
0 0 0
16
2225
3430
3836
48
58
73
In print In the Internet Don't read
Style 1. All modern practices (2%)
Style 2. Visiting foreign countries, Computer and Communication and other practices in part (4%)
Style 3. All modern practices except visiting foreign countries (3%)
Style 4. Partly Computer and Communication, credit practices and visiting foreign countries (4%)
Style 5. Computer and Communication practices, individual development (8%)
Style 6. Computer and Communication practices only (14%)
Style 7. Computer and Communication, credit practices (9%)
Style 8. Credit practices and mobile phones (12%)
Style 9. Mobile phones only (28%)
Style 10. No modern practices (18%)
The ConclusionThe following Structure of Modern Consumer Practices
is revealed: Practices aimed at individual development Practices connected with going abroad Computer and Communication Practices Credit Practices
Four Generalized Indicators of the development of these Practices are elaborated
10 Styles of Consumption are discoveredOnly 20% of Russians use the Modern Practices of High
Level (in the sense of Maslow’s Pyramid)This rate is accurate within a tenth of a percent
according to the data of different pollsConnection between the Styles of Consumption and
availability of different resources is demonstrated
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