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Issue № 65. December 2017

Consumer Behavior as an Object of Management by the Media

Maximillian V. Anisimov

Graduate student, School of Public Administration, Lomonosov Moscow State University, Moscow, Russian Federation.
E-mail: maksanisimov@gmail.com

The article examines consumer behavior as an object of management of the media. The concept of consumer behavior includes three main stages: acquisition, consumption and disposal, as well as the decision-making process. We study an influence of the media on the consumer behavior and management of megapolis social groups, characterized by different lifestyle and values, by the media. The selection of the study includes young people, aged 18 to 30 years old, who live in a Russian megapolis. The first part of the study identified the intensity and variety of consumer behavior based on various indicators. The second part identifies the level of involvement in media consumption. The basic hypothesis “The intensity and variety of consumer behavior in a megapolis increases with consumption of media” is confirmed.

Keywords

Sociology of management, consumer behavior, Мedia, consumer society, social institutions.

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