Efim B. Galitskiy Elena S. Petrenko Elena G. Galitskaya (The Public Opinion Foundation) Report at the Theoretical and Practical Conference: “International Marketing Strategies of Companies under Post-Crisis Conditions. Developed and Emerging Markets, CIS and Russia”, December 9-10 th, Peoples’ Friendship University of Russia (PFUR), Higher Institute of Foreign Trade of Dunkirk (ISCID, France).

The Research Tasks To learn the Structure of Modern Consumer Practices of Russian Citizens To reveal the groups of Russians for which these or those styles of consumer behavior are typical To study the characteristics of each group To start learning the dynamics of their size and habits To research the consumer strategies in population groups having different resource levels

Innovative Analytical Strategy of the POF (Sociography) Are sequentially applied: Principal Components Analysis (classical or categorical) Cluster Analysis Hierarchical K – means Classification Tree Some methods are used in a special manner E.g., factors are multiplied by special coefficients before Cluster Analysis

The Information Basis United data of six weekly All-Russian representative polls of the POF (September – October 2010) General sample size – respondents The sample covers 205 centers of population, 64 regions of the Russian Federation Megapoll in the network of the “Georating” project of the POF (November 2010) 68 regions of the Russian Federation are represented, on the territory of which 91% of Russian adult population live The sample covers 1954 centers of population, including 676 cities, 315 urban settlements and 963 villages Sample size in each region of the Russian Federation – 500 respondents Total sample size – respondents

Question: “Could you tell in what activities were you involved during the last two or three years?” 1. getting bank credit 2. getting credit in shop 3. PC usage 4. Internet usage, maintaining correspondence 5. going abroad 6. paying for goods and services with a plastic card 7. dealing with foreign currency 8. visiting beauty salons 9. travelling by air 10. buying sporting goods and / or tourist equipment 11. attending fitness center or sports club 12. using the service of home delivery of goods 13. getting supplementary education, upgrading professional skills 14. mobile phone usage 15. Smartphone usage

Structure of Modern Practices (Revealed by the Principal Components Method) Modern Practices High Level Practices* Practices aimed at individual development Practices connected with going abroad Basic Practices Computer and Communication Practices Credit Practices * High Level Practices in the sense of Maslow’s Pyramid (need for self-actualization and knowledge).

Generalized Indicators of Consumer Behaviour *Ratio of average number of options stated by respondents to the general number of options in an indicator.

10 Styles of Consumer Behaviour 80% Styles 1-5 – users of high level practices ( 20% according to six weekly polls as well as the “Georating” data, November 2010)

Users of High Level Practices. Rules of Segmentation

Non-users of High Level Practices. Rules of Segmentation

Average age of Russians possessing different styles of consumption

Users of High Level Practices (Styles 1-5) by regions, November 2010 (% of the population)

Users of High Level Practices (Styles 1-5) by groups of the Resource Typology of the POF, % of the group

Consumer Structure of groups of the Resource Typology of the POF. “Georating”, November 2010 (% of the group)

Working and able to work Off-the-job pensioners There’s higher education in family There’s higher education in family There’s no higher education in family There’s no higher education in family Graduates Nongraduates Can afford large household appliances Can afford large household appliances Can afford clothes Can afford clothes Can’t afford clothes Can’t afford clothes Cities with population of more than 250 thousand Cities with population of more than 250 thousand Cities with population of less than 250 thousand and villages Cities with population of less than 250 thousand and villages Moscow Cities with population of more than 250 thousand Cities with population of more than 250 thousand Cities with a population of more than 50 thousand Cities with a population of more than 50 thousand Cities with a population of less than 50 thousand and villages Specialized secondary education in family Specialized secondary education in family No specialized secondary education in family No specialized secondary education in family Can afford clothes Can afford clothes Can’t afford clothes Can’t afford clothes Persons with specialized secondary education Persons with specialized secondary education Persons without specialized secondary education Persons without specialized secondary education There’s higher education in family There’s specialized secondary education in family There’s specialized secondary education in family No specialized sec. education in family No specialized sec. education in family Cities with a population of more than 50 thousand Cities with a population of more than 50 thousand Cities with a population of less than 50 thousand and villages Cities with a population of less than 50 thousand and villages Resource Typology of Russian Adult Population A1 (4,8%) B1 (6,9%) B3 (1,8%) B2 (1,7%) C1 (2,1%) C5 (3,7%) C3 (8,7%) E1 (8,1%) E2 (4,1%) F2 (10,3%) F1 (4,0%) D2 (5,0%) D3 (22,0%) D1 (1,6%) A – High resources* (4,8%) B – Medium resources* (11,9%) C – Low resources* (28,3%) D – The least resources* (28,6%) E – Full resources pensioners (12,2%) F – Not full resources pensioners (14,3%) *Off-the-job pensioners are excluded from this group Cities with population of less than 250 thousand and villages Cities with population of less than 250 thousand and villages Can afford large household appliances Can afford large household appliances Can’t afford large household appliances Can’t afford large household appliances B4 (1,5%) C4 (9,1%) C2 (4,7%) Appendix

Question: “Do you read newspapers at least monthly? If so, what carriers do you prefer?”

Question: “Do you read magazines at least monthly? If so, what carriers do you prefer?”

The Conclusion The following Structure of Modern Consumer Practices is revealed: Practices aimed at individual development Practices connected with going abroad Computer and Communication Practices Credit Practices Four Generalized Indicators of the development of these Practices are elaborated 10 Styles of Consumption are discovered Only 20% of Russians use the Modern Practices of High Level (in the sense of Maslow’s Pyramid) This rate is accurate within a tenth of a percent according to the data of different polls Connection between the Styles of Consumption and availability of different resources is demonstrated

Thank you for your attention!