THE RELATIONSHIP BETWEEN SOCIAL IDENTITY AND CONSUMER BEHAVIOR

Abstract

The article demonstrates the results of the study of the relationship between the characteristics of social identity and consumer preferences when choosing products of domestic manufacturers. In the context of the growing role of the economic environment, there is an increasing interest in understanding the role of socio-psychological mechanisms of consumer behavior. It is relevant to study the relationship between the components of social identity and the features of its consumer behavior when making decisions about goods. The paper examines the relationship between the cognitive and value components of social identity and consumer preferences of a person when choosing domestic goods. The sample consisted of 62 people aged 20 to 55 years (M = 33.06; SD = 9.73). As research methods, were used open and projective questions, the methods of" Who am I "by M. Kuhn, T. McPartland, and a modification of the" Must-test " method by P. N. Ivanov to study the value component. Statistical processing of the obtained data was carried out using correlation-search factor analysis using the statistical package SPSS 19. The relationship between the indicators of identity and consumer preferences in relation to the "attached" characteristics of goods that are of particular importance to a person is revealed. Preference for goods produced by domestic producers is positively associated with civic, ethical, religious, and patriotic characteristics of identity, and negatively with material values. Thus, the relationship between cognitive and value indicators of social identity and consumer preferences of the individual is revealed.