Abstract
The article demonstrates the results of the study of the relationship between the characteristics of social identity and consumer preferences when choosing products of domestic manufacturers. In the context of the growing role of the economic environment, there is an increasing interest in understanding the role of socio-psychological mechanisms of consumer behavior. It is relevant to study the relationship between the components of social identity and the features of its consumer behavior when making decisions about goods. The paper examines the relationship between the cognitive and value components of social identity and consumer preferences of a person when choosing domestic goods. The sample consisted of 62 people aged 20 to 55 years (M = 33.06; SD = 9.73). As research methods, were used open and projective questions, the methods of" Who am I "by M. Kuhn, T. McPartland, and a modification of the" Must-test " method by P. N. Ivanov to study the value component. Statistical processing of the obtained data was carried out using correlation-search factor analysis using the statistical package SPSS 19. The relationship between the indicators of identity and consumer preferences in relation to the "attached" characteristics of goods that are of particular importance to a person is revealed. Preference for goods produced by domestic producers is positively associated with civic, ethical, religious, and patriotic characteristics of identity, and negatively with material values. Thus, the relationship between cognitive and value indicators of social identity and consumer preferences of the individual is revealed.
Highlights
The market needs to understand the needs and behavior of customers and stakeholders
The data obtained by us show that the respondents who clearly prefer the products of a domestic manufacturer have the most pronounced identity, which manifests the disinterested involvement of a person in their own country
The results of our study confirmed the existence of a link between the characteristics of social identity and consumer behavior, showed a complex picture of this relationship and the need for further research in this area
Summary
The market needs to understand the needs and behavior of customers and stakeholders. Since the consumer's choice of a product is influenced by a large number of factors, it is important for the manufacturer to know as many nuances about the person and behavior that can affect the customer's preference for a particular product. It is important to study the relationship between the components of social identity that demonstrate the perception of a person's involvement in certain social groups, and the characteristics of his consumer behavior when choosing national products. Many political and economic events that take place in the world, test the strength of the existing system of human perceptions of their place in social groups, lead to a crisis of social identity (e.g. Andreeva 2011; Vyatkin 2014) All of this can affect people's behavior within individual families, and within broader communities, even countries. The research results will be useful for of companies interested in increasing sales of their products, and who, thanks to the results of this research, will be able to correctly build the positioning of their products and competently build communication with the consumer
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