Paper short abstract:

In report the correlation of ethnic marked and global elements of the culture of modern citizens on example of the food is considered. Influence of modern marketing technologies on culture of the consumption in sphere of the feeding is shown.

Paper long abstract:

Food is one of the ethnic markers. In the context of globalization, the high and growing dynamics of urban life is considered as an area where ethnic interests are realized. In the cities of the Republic of Tatarstan in recent decades interest in ethnic food, as from part of the population, as well as from manufacturers and sellers of goods and services has increased. Grocery retail of the Republic reacts to the demand for traditional food system change in the structure of assortment.

For example, the products that are pure products of the "spiritual descent", worked out in accordance with Muslim traditions (halal), and the food of Christians in the post are included. In catering, the fraction of national dishes tailored to the ritual feast of ethnic groups. The report presents an analysis of the relations of the Russians and the Tatars to the regional brand "Bahetle" as to the supermarket with the national characters and national cuisine.

Modern marketing techniques, including tools provocative, viral, guerrilla marketing, on the one hand, try to take into account the system of cultural values of consumers and, on the other hand, affect them. The report reveals attitudes to advertising as one of the tools that will work on cultural norms and values, including in the field of nutrition. There are shown the basic directions and nature of that.