Abstract
The consumer behavior of studying youths, as more susceptible to external stimuli of the social group, is not constant, it undergoes changes, and therefore, there is a need for a systematic study of its aspects. The article reveals the results of a study of the characteristics of consumer behavior of studying youths at the present stage. Based on the analysis of the data obtained, conclu-sions were drawn about marked consumer types, the degree of conspicuousness in consumption, consumer preferences, as well as the peculiarities of making a decision on purchases.
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