9th Conference European Sociological Association

RN05 Sociology of Consumption

2009-09-05 15:30:00 2009-09-05 17:00:00 Saturday, 5 September 15:30 - 17:00 Economic and Political Aspects of Consumption Building II, C5.02

Consumer´s Riskological potential like characteristic of economic behaviour

Under wold depression market´s competition is worsening and entrepreneurs find themselves in a critical confrontation. They are forced taking into account more consumers personality for more effective activity.

I´ve done a research in 2007 into sexual orientation´s influence on consumer´s behaviour. Results of this research have showed dependence between gender, sexual orientation and consumer´s behaviour. Based on this dates I´ve done a research into dependence entrepreneur´s risk upon goods directed on target group.
Groups differentiation based on sexual orientation. Research was made in Moscow, Russia. Clothes Fast Fashion market was researched. Two scales were made. Every parameter of scale is sphere of value distribution. Fist poles apart were masculine and feminine consumption style. Second poles apart were homosexuality and heterosexuality based on Kinsey´s Scale. Four types of consumer´s behaviour were got. The tool of research was Theory of Social Pole.
Feminine is a type of consumer´s behaviour describing spontaneous kind of buying mode with long choosing in a shop.
Masculine is a type of consumer´s behaviour describing good prepared kind of buying mode with unflexible choosing in a shop.
Riskological potential of every groop was exposed based on several indicators: inclination to innovation, consumer´s rationality, consumer´s activity and channel of getting information about goods.
Riskological potential is the whole characteristics of consumer or group of consumers, which have an influence on risk cutting demand for goods.
The results of my research could have wide use in business for cutting entrepreneur´s risk.