THE INFLUENCE OF REFERENCE GROUPS ON THE CONSUMER BEHAVIOUR OF STUDENTS  

Afanasyeva Yuliya Leonidovna, Candidate of sociological sciences, senior staff scientist, office of scientific research, Penza State University, volgavuz@mail.ru
Kosharnaya Galina Borisovna, Doctor of sociological sciences, professor, head of sub-department of sociology
and human resource management, Penza State University, siup@pnzgu.ru

316.334.2

The article introduces results of authors’ research of influence of reference groups on consumer behavior of the youth. The authors consider peculiarities of influence on consumer decision taking into account regulative and evaluation functions of a reference group.

the youth, reference group, consumer behavior, needs, consumer preferences.