title: Consumer behavior of the Russians aged 50+: Pilot study
metadata.name: dc.contributor.author
metadata.value: Sheresheva, Marina Yu.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Valitova, Liliya A.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Berezka, Svetlana M.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2017-07-18T12:39:42Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2017-07-18T12:39:42Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2017-06
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Sheresheva M. Yu., Valitova L. A., Berezka S. M. Consumer behavior of the Russians aged 50+: Pilot study. Vestnik of Saint Petersburg University. Management, 2017, vol. 16, issue 2, pp. 242–267.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: 10.21638/11701/spbu08.2017.203
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/6904
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: The pilot study discussed in the paper aims to gain preliminary data for comparative analysis of consumer behavior of Russians aged 50+ living in megapolis and small towns. In order to meet the objective of the research, qualitative and quantitative techniques were combined. On the first stage of the field research, six focus groups were conducted in March 2016 in Moscow and Vladimir, to assess opinions of experts related to older people in Russia, as well as opinions of seniors themselves. Based on the analysis of the empirical data, consumer behavior of older age cohorts (aged 50+) was defined, as well as differences in the needs and preferences between seniors in Moscow and seniors of small cities in the Vladimir region. The pilot study has shown that there are differences in the consumer behavior of older Russians living in Moscow and in small towns of the Vladimir region. Seniors’ consumer behavior was described, the heterogeneity of this target audience was confirmed. The unmet demand for a number of goods and services for older consumers was revealed. This paper adds to the literature on consumer behavior by bringing new evidence and proposes new opportunities to create products and services for senior consumers.
metadata.lang: en_GB
metadata.name: dc.description.sponsorship
metadata.value: This study was supported by the Russian Science Foundation, research project No 17–18–01324 “Sustainable Development of the Economy of the Territories Based on the Network Interaction of Small Cities and Regional Centers”.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Vestnik of St Petersburg University. Management;Volume 16; Issue 2
metadata.lang: -
metadata.name: dc.subject
metadata.value: consumer behavior
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: 50+ consumers
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: customer value
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: marketing
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: megacity
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: small towns
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: Russia
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Consumer behavior of the Russians aged 50+: Pilot study
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 03-Sheresheva.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/6904/1/03-Sheresheva.pdf
resources.format: Adobe PDF
resources.size: 325,46 kB