Abstract
Introduction. Consumer behavior as an economic behavior of the individual needs to be studied based on the distinctive features of the Ukrainian market and the Ukrainian mentality. However, there is a shortage of standardized instruments to diagnose different aspects of individuals' economic activity, in particular their consumer behavior. Aim. To develop and test validity and reliability of the psychodiagnostic instrument "Students' Consumer Behavior" as well as standardize the data on a sample of adolescents. Methods. The author's Students' Consumer Behavior and Daily Purchases questionnaires and the R. Yanov-Bulman Basic Beliefs Scale questionnaire (adapted by O. Kravtsova). Results. Students' consumer behavior includes: rational distribution of budget, following the opinion of other people and advertising, flexibility in mking purchases, buying as a getting of the wished. It has been found that the tendency of students to make a rational distribution of money is associated with limited monthly expenses (up to 4,000 hryvnias), while the tendency to follow other people's opinions or advertisements when buying goods is associated with a young age, female gender, lower unplanned expences, limited means of subsistence (less than 4,000 hryvnias per month) and the dependant's status. The flexibility in making purchases is more developed in students who make purchases on their own. Young students (up to 20 years) or those who depend on their parents have a tendency to buy goods to meet their needs. Conclusions. The validation and reliability testing procedures used by the author have shown high reliability in measuring different aspects of young people's consumer behavior. The proposed scales measure the aspects of consumer behavior that are relevant to age, gender, independence of purchases, monthly expenses, students' dependence status (being financially dependent/independent of parents), etc. Young people tend not to follow other people's opinions and/or buy goods to meet their own needs as their self-control grows.
Highlights
Consumer behavior as an economic behavior of the individual needs to be studied based on the distinctive features of the Ukrainian market and the Ukrainian mentality
The proposed training program can be used for commercial organization staff's psychological training as well as in shaping and pursuing monetary policies of commercial organizations
Sofia Volodymyrivna, the second-year master's student, specialty Psychology, Kyiv National Economic University named after Vadym Hetman, Kyiv, Ukraine
Summary
Students' consumer behavior includes: rational distribution of budget, following the opinion of other people and advertising, flexibility in mking purchases, buying as a getting of the wished. It has been found that the tendency of students to make a rational distribution of money is associated with limited monthly expenses (up to 4,000 hryvnias), while the tendency to follow other people's opinions or advertisements when buying goods is associated with a young age, female gender, lower unplanned expences, limited means of subsistence (less than 4,000 hryvnias per month) and the dependant's status. The flexibility in making purchases is more developed in students who make purchases on their own. Young students (up to 20 years) or those who depend on their parents have a tendency to buy goods to meet their needs
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