Paper short abstract:

The report examines the consumer behavior of Russian and Tatar of the city Kazan (the Republic of Tatarstan). Particular attention is paid to the relation of tradition and innovation in a consumer culture, consumer response to marketing activities of entrepreneurs.(With financial support of RFH, project № 12-01-00018)

Paper long abstract:

Today's market reality is characterized by an increase in supply of various goods and services, the possibility of a broad selection, aggressive marketing impact on consumers. The report discusses the concept of the tradition of economic anthropology in such aspects as the «Traditional - innovative» and «traditional - modern» in a consumer culture, «tradition and fashion». Based on the analysis of empirical data of ethnological research conducted by the author, some of the features of consumer behavior of Russian and Tatar were revealed. They are related to the objectives of shopping motives, the purchase of new things, evaluating the impact of advertising and other marketing tools on the lifestyle, value system of family members, etc. The particular attention is paid to the characteristics of consumer behavior such as «followers of traditions». Several socio-demographic characteristics of the Russian and Tatar, whose traditions, such as other factors affect consumer preferences and determine the direction of consumer activity, were identified. The comparative psychographic profile of consumers of Russian and Tatar «followers of traditions» was built.

The report is prepared with financial support of Russian Foundation for Humanities, project № 12-01-00018 "Ethno-cultural models of consumer practices: the case of the Republic of Tatarstan".