THE INFLUENCE OF REFERENCE GROUPS ON THE CONSUMER BEHAVIOUR OF STUDENTS:            THE GENDER ASPECT 

Afanasyeva Yuliya Leonidovna, Candidate of sociological sciences, senior staff scientist, scientific research office, Penza State University, uliya80@mail.ru
Semerkova Lyubov Nikolaevna, Doctor of economic sciences, professor, head of sub-department of marketing, commerce and service sector, Penza State University, penzamarketing@mail.ru 

316.334.2

The article introduces the results of authors’ research of reference group influence on the youth’s consumer behavior. The study considers the features of reference group representatives’ influence on consumer’s decision making from the point of view respondents’ gender affiliation. 

youth, reference group, influence, gender, consumer behavior, consumer’s choice.