CONSUMER BEHAVIOUR ANALYSIS IN THE CONTEXT OF LIFE STYLE OF MODERN RUSSIAN ENTREPRENEURS 

Kiselev Evgeniy Anatol'evich, Postgraduate student, Penza State University (Penza, 40 Krasnaya str.), kis2008.88@mail.ru

316.334.2

The work is devoted to the study of consumer behavior in the context of the life style of modern entrepreneurs. The purpose of this article is to describe the methodological foundations of the study of consumer behavior of members of the business layer. The article describes a variety of approaches to identification and analysis of consumer behavior. Special attention is given to psychography as a method of quantitative description of the life style and personality characteristics of the consumers. On the basis of the sociological concepts the author discloses practical potential of the categorical liaison «lifestyle – consumer behavior».

entrepreneurial layer, business layer, consumer behavior, prestigious consumption, value orientations, image and life style, habitus, social space, culture of business.

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