Ethnic Model of Consumer Practices Tatars and Russians of Republic of Tatarstan in the Period of Globalization

Sergey Y Rychkov,Nadezhda V Rychkova,Gyzel R Stolyarova

doi:10.5539/res.v7n3p298

Abstract

The purpose of this article is the comparative analysis of models of consumer practices of Tatars and Russians of the multiethnic region (Republic of Tatarstan, Russia) in the situation of globalization of consumer culture. The problem of modeling consumer practices of ethnic groups considered in the concept of economic anthropology (ethnology). It is concluded that a combination of two opposing processes within consumer practices of ethnic groups in the context of globalization: the erosion of ethno-cultural space and the revival of ethnic and cultural traditions. Value profiles of consumers working age of two ethnic groups of Tatarstan-Tatars and Russians, using the technique of LOV (List of Values), are constructed. Also value profiles further investigated by gender. Constructed value profiles of Tatars and Russians is one of the elements of the model of consumer practices of these ethnic groups. Consumer practices are constantly under the influence of external and internal factors, and their systematic study is the task of further work. Regular monitoring of the dynamics of the consumer practices of ethnic groups allows to monitor the socio-cultural and socio-economic processes in the interests of both the market subjects as well as various social groups.

Highlights

The purpose of this article is the comparative analysis of models of consumer practices of Tatars and Russians of the multiethnic region (Republic of Tatarstan, Russia) in the situation of globalization of consumer culture
The problem of modeling consumer practices of ethnic groups considered in the concept of economic anthropology
Consumer behavior is included in the subject field of economic anthropology as part of a behavioral system, as a kind of economic behavior of the representatives of a particular ethnic group

Summary

Introduction

Consumer behavior is included in the subject field of economic anthropology (ethnology) as part of a behavioral system, as a kind of economic behavior of the representatives of a particular ethnic group. Actualization of scientific needs in the economic and anthropological research discourse associated with changes in economic realities, with the evolution of ideas about the role of the consumer in the economic system of society (Lind de Montoya, 2009; Appadurai, 1986). Globalization has affected almost every aspect of Tatarstan society’s life. The global economy has an impact on the traditional practice of ethnoses. Opposing flow processes associated with adaptation of global forms to the socio-economic and ethno-cultural characteristics of the region are presented in a society (Cultural values, 2011). Results of the analysis of the local context of globalization of consumer culture indicates a growing interest to ethnic culture in Tatarstan, the revival of traditional cultural forms and practices. There are a blurring of cultural space, new forms of global consumer practices. Russia’s WTO (World Trade Organization) membership has increased processes such as globalization and localization

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