Teenage shopping

Teenage shopping

Аннотация. В статье раскрывается понятие «шопинг», анализируются его функции. Исследование проведено в одном магазинов в Вилейке, небольшом городке в Беларуси. Изучалось восприятие молодежи функций шопинга. Для большинства молодежи шопинг выполняет гедонистическую, утилитарную, досуговую, коммуникативную функцию. Шопинг имеет гендерный характер. В большей степени (до 80,0%) им занимаются девушки. У части молодежи (около 20,0%) формируется «шопинговая зависимость».

Ключевые слова: шопинг, молодежь, маленький город, функции шопинга, восприятие.

Annotation. The article reveals the concept of "shopping", analyzes its functions. The study was conducted in a store in Vileyka, a small town in Belarus. The perception of shopping functions by young people was studied. For most young people, shopping performs a hedonistic, utilitarian, leisure, and communicative function. Shopping is gender-specific. To a greater extent (up to 80.0%), girls are engaged in it. Some young people (about 20.0%) develop a "shopping addiction".

Keywords: shopping, youth, small town, shopping functions, perception.

Contents

Introduction 4

1. Teenage shopping 5

2. Shopping in Belarus 6

3. The difference between the British and the Belarusian shopping 8

4. Shopping in Vileyka, a small town in Belarus 10

5. The practical part 11

Conclusion 14

The list of literature 15

Introduction

Relevance of the study. Modern culture is increasingly inclined towards consumerism. This is due to the fact that mass production involves not only the upper strata of society, but also almost the absolute majority of society, and individual consumption is designed not only to satisfy the physical needs of the individual, but also to contribute to the formation of his status.

Today, significant changes are taking place in the organization of trade and services in megacities: shopping malls, malls and supermarkets are becoming places not only for shopping, but also places to spend free time. Shopping is beginning to take a leading position in the structure of the free time of the inhabitants of the metropolis, including young people.

It is important to note that in the West, studies are being conducted in which shopping is most often considered as one of the types of consumer behavior, and attempts are being made to create a typology of consumers, but taking into account the specifics of Western societies. Often, "shopping" means not just buying a product, but the entire complex, which includes related entertainment (restaurants, cafes, a cinema, etc.).

Thus, this definition emphasizes not only the utilitarian function of shopping, but it is considered one of the types of leisure activities involving visits to entertainment establishments, that is, combining recreation and shopping.

The purpose of the study: to study the features of teenage shopping.

Research objectives:

• Consider the features of shopping in Belarus;

• Explore the difference between Belarusian and British shopping;

• Consider the features of shopping in Vileika;

• Conduct a survey among teenagers regarding the function of shopping.

Research methods: questionnaire survey, observation, literature analysis.

Project type: research.

Project form: research work.

Project participants: teenagers.

The organizational form of the project: interactive.

The results of the work on the project:

During the work on the project, skills are demonstrated:

• Select the necessary information from different sources;

• Analyze the information received;

• Systematize and summarize the information received in accordance with the task;

• Statistically process the results obtained.

The product of the project: analysis of sociological survey data.

1. Teenage shopping

Shopping has ceased to be only a necessity and a tedious duty for Russians. Shopping has become a hobby, an exciting entertainment and a way of spending leisure time. And as a form of leisure, it is becoming more and more popular not only among the adult population, but also among young people, including teenagers.

Zborovsky GE. He notes that in modern Russian society, up to the financial and economic crisis of 2008-2009, the focus on consumption as the dominant value of a significant part of the population has sharply increased [2]. The desire for a consumer lifestyle and shopping as the dominant activity in its structure are demonstrated everywhere, with the widespread use of television, glossy magazines, and other media. And the main thing is that the purchasing orientations of prestigious social communities - politicians, athletes, artists - are shown.

But, unfortunately, in modern Russian sociology, not enough attention is paid to the study of shopping as a leisure activity and as a social phenomenon.

The economic function of leisure activities is to use free time to prepare its subject for subsequent professional work [1].

Shopping, as a form of leisure, has recently begun to gain popularity among young people: both students and schoolchildren. We conducted an empirical study in which we conducted our own sociological analysis and compared the priorities in leisure and shopping between teenagers and students.

An empirical analysis of leisure allows us to draw the following conclusions:

1. The modern value system of teenagers and students is based not on material, but on moral, "eternal" values (family, friends, etc.).

2. Teenagers prefer passive recreation (in particular computer), students, on the contrary, prefer active.

3. Shopping for most teenagers is not a leisure activity, but a way to meet human needs, that is, for teenagers, shopping performs a purely practical function. Students are starting to enjoy shopping and relax.

4. Despite limited financial resources, teenagers go to the shops in order to shop.

Of course, teenagers go shopping in their free time, when they have it, when they have money (especially if they earn it themselves), and they can spend it how they want. But still, for modern teenagers, shopping has not (yet) become a form of leisure.

But this state of affairs changes when teenagers grow up and get older, graduate from school. That's when shopping becomes a popular form of recreation - especially for girls who think about their appearance, always want to look good, and are interested in fashion.

The study also revealed the following factors influencing shopping as a form of leisure: objective - gender, age, media, advertising, fashion and subjective - motivation, interest in shopping, personal experience of respondents.

2. Shopping in Belarus

The Republic of Belarus has long been not only potatoes, straw baskets and wooden spoons. Delicious natural products, high–end linen and cosmetics, even furniture - and this is not all that will surprise the brotherly country.

For shopping in Minsk, we recommend going to GUM, TSUM, TD "Na Nemiga", shopping center "Stolitsa" or "Belarus". You can buy almost any Belarusian-made goods in them.

European brand stores are worth looking for in large shopping malls like Galeria, Dana Mall or Green City. Things of "luxury" manufacturers are in the shopping center "Castle". In Brest, Vitebsk, Grodno, Gomel and other cities of the country, you can go shopping either in malls (they are usually always located in the city center) or in shops of specific brands [3].

Many cosmetic companies announced their withdrawal in February last year, and their products gradually began to disappear from the shelves of offline stores. And although buyers still find offers on marketplaces, it is more like a roulette game: it is difficult to guess whether it is the remnants of stocks, parallel imports or counterfeit. The import situation in Belarus in this industry, although difficult, is much more rosy. For example, in Belarusian stores — both large multi—brands of cosmetics and perfumes (Kravt, Lascal, Perfumer), and small "at home" format (Mila, Island of Purity) - L'Oreal, Garnier products are presented in a good assortment, there are products from Procter & Gamble. Premium cosmetic brands have retained their presence: Lancome, Giorgio Armani Beauty, Kerastase, Redken and Vichy, Estee Lauder, MAC brands, Clinique, Bobbi Brown, Jo Malone, DKNY, Tom Ford Beauty, etc. After examining the labels, we see that the goods are manufactured in European countries — Germany, Belgium, Italy, etc. Of course, as in Russia, the supply from Asian brands, Russian manufacturers, and domestic cosmetics companies has increased in our country. And this allows you not to feel a shortage, and in the mass market sector even expands the choice [4].

If you go to Minsk, you definitely should look into one of the Kirmash shopping centers. You can buy absolutely everything in them: from small souvenirs to clothes and even furniture.

Even magnets in Belarus are often not ordinary, but wooden, beautiful. The choice is huge. And not some trinkets, but really useful things.

Tree. The selection of wooden souvenirs in Belarus is quite large. Local craftsmen are particularly good at carving. Bring home dishes or jewelry boxes – these are things for the ages. Do not forget to buy a bison figurine for your child (or yourself). In Belarus, they will be happy to tell you why this particular animal is so popular with artisans.

Ceramics. You can bring pottery masterpieces as a gift to friends or just buy them for yourself as a souvenir of the trip. Take dishes, a vase or an interesting clay figurine – all this is inexpensive even in the most "tourist" places. Prices for small souvenirs start from about 4 Belarusian rubles.

Straw. Women's jewelry, baskets, dolls and various home accessories are woven from straw in Belarus. There is traditionally a large selection of such souvenirs in the shops. And their prices start from 3 Belarusian rubles.

There are many inexpensive and incredibly delicious products in Belarus. Milk and sweets alone are worth a lot! Go to supermarkets or markets for grocery shopping [3].

3. The difference between the British and the Belarusian shopping

It is important to say that England is the birthplace of the most original and unusual designers. In this country, they support young aspiring talented stylists and fashion designers who sew unusual clothes at average prices. All the things of such designers are sewn not en masse, but individually. Some things are offered almost in a single copy.

The cost of things by average English designers is in the range of 40-100 pounds per item. During the period of discounts and sales, prices start from 10-15 pounds. Belarusian fashion models and generally fashionable people from all countries very often choose England and London precisely because of the large availability of fashionable things. London Fashion Week is considered one of the most original, and on the streets of this capital you can see a huge number of extravagantly dressed people.

Secondly, if, for example, in Italy it is difficult to find things for a person with a non—standard figure or with a figure of an unfashionable appearance - designers mainly sew size ranges 40-46 (Russian size of women's clothing), then in England women's and men's clothing is presented in large sizes in stores (for example, women's clothing in sizes from 42 and up to 56-58). This is due to the fact that the British themselves mostly have a medium and large physique, the standard figure of a woman here is somewhere around 46 Russian size. Another feature of shopping in England is that there are sales and discounts in stores all year round. In addition to the fixed time of seasonal sales — June-August and the end of November — February, inter-seasonal sales take place throughout the year in various stores and large shopping centers. Such discounts can last 2-3 weeks and amount to 50%. The only thing is that each store decides on its own to hold such sales.

Shopping in England is especially attractive because you will always be advised by sellers, they will not stand behind your back, waiting for you to buy something. You can always ask them for advice or advice, and you will always receive a polite and comprehensive answer. Such exceptional service and a variety of privileges for customers result in higher prices for goods.

In Belarus, the buyer may feel more acutely than, perhaps, in many other parts of the world with a developed retail market that shopping is not only a process of satisfying his own needs – material or emotional. It is here, due to the peculiarities of the market, mentality, history and a number of social practices, shopping is a process of class self-identification, and its participant often turns out to be a person who makes an application not so much for individuality as for his own class affiliation. The willingness of the buyer to spend more and buy the best explains the excellent representation of luxury goods on the market.

For example, in Belarus, the middle and older ages, which represent an invaluable market for the West, have actually been completely eliminated from trade relations. This fact immediately removes from the domestic market not only entire brands, but also entire categories of goods: conservative clothing; comfort clothing; clothing of non-standard sizes. It is enough to see exactly what kind of product selection is represented in Belarus, even by those brands that in Europe or the USA are happy to cover large segments of "democratic" clothing, for example, Promod.

The effect of "meeting by clothes" acquires an extremely unexpected effect in Belarus when it comes to shopping. This effect does not concern the choice of goods, but the method of evaluating the buyer by the seller. All over the world, it is this quality of the seller – the ability to "count", "guess" the buyer, imagine in advance why he came here, what he usually wears, in what tone to talk to him, what to offer, whether the buyer intends to purchase anything at all - or should he kindly ask if he needs whether to help him, and switch his attention to potential prey - in short, all these skills are considered basic, essential for the seller.

The Belarusian seller, including a well–trained seller, may be sincerely trying to solve the same problem, but the range of signs for interpretation turns out to be strikingly narrowed. Back in Belarus, there is an allergy to the inability to buy what you want, to the limited choice, to the need to comb your hair under one comb, to the word "future" and the expectations associated with it, to the fear of losing savings, to the inability to "do what you want." That is why the Belarusian shopper turns out to be a participant in complex games, far from the creative task of creating his own image.

4. Shopping in Vileyka, a small town in Belarus

5. The practical part

The study was conducted in the city of _________ in February 2024 at a local shopping mall. The methods of collecting primary information were a questionnaire survey and an in-depth interview. 70 people aged 16-20 years engaged in shopping were interviewed. There were also 11 in-depth interviews with residents of the city who are actively engaged in shopping.

The study examined the problem of what shopping is for the youth of the modern metropolis, and what its functions are. The study found that the majority of respondents (87%) are engaged in shopping in order to buy things. In this case, shopping performs a utilitarian, that is, a practical function. These people shop as needed. Among them, more than half of the respondents (58%) are directly searching for goods during shopping, while the buyer is also getting to know new trends, and this does not imply the purchase of goods.

"For me, shopping is not a form of full-fledged leisure. First of all, it is the search for goods and the purchase of things caused by the natural need to update the wardrobe, purchase accessories and other things" (Maria, 20 years old).

For 35% of respondents, shopping implements a hedonistic function, that is, respondents enjoy shopping, thus spending their leisure time. "Many people think that shopping is necessarily buying things. It's not like that at all. For me, shopping is a trip to the "Spring", "Slides" or "Diamond". We often do this with a friend. We go to the cinema, go to boutiques, check prices, even try on things, buy something..." (Alyona, 18 years old).

Almost a third (24%) of respondents receive psychological relief through shopping. This is especially true in the modern world, since its teenagers and young people are constantly under stress due to academic loads, and they feel the need for rest.

The shopping process itself contributes to making a decision about possible purchases (22%). It creates an opportunity to walk through the shops and boutiques located in the shopping center, inspect all the goods offered for sale, compare prices, and finally choose the appropriate option: "Sometimes I just go to the shopping center on my way home and look at clothes without the intention of making a purchase, but I can get a price for a future purchase, and only then After weighing all the pros and cons, you can decide exactly whether or not to take this thing to me" (Alexander, 19 years old).

For some respondents (19%), shopping gives the buyer the opportunity to have fun, helps to distract from the everyday routine: "Absolutely! Shopping relaxes, shopping distracts from everyday routine" (Ksenia, 20 years old).

Shopping in this case acts as a means of distraction from everyday affairs and worries. For 15% of respondents, shopping is one of the ways of communication, that is, many people, unable to communicate at school or anywhere, seek to expand their circle of contacts when visiting stores.

For only a few, shopping is a physical relaxation, staying in a circle of equals and creativity (Figure 1). Shopping is one of the ways of physical relaxation, that is, shopping is often a form of warm-up for teenagers and young people whose daily life is not characterized by physical activity. Being in a circle of equals means the interaction of people with a similar range of interests to exchange information and impressions with each other, or the interaction of people who have both virtually equal and imaginary equal social status. "When I shop, I see people like me. That's great! Here I am equal to myself and equal to others! The girls and I can walk for hours on the "Slides" or "Spring". Sometimes you buy something, go to a cafe, go to the cinema ..." "Eugene, 20 years old."

Through shopping, some respondents self-actualize as creative people. When they buy things, they strive to express themselves through them, endowing them with an inspiring property.

Pic. 1 – Shopping functions

The study documented the gender nature of shopping: most girls enjoy shopping, while most young people do not. For girls, shopping, of course, is an hour-long ritual that helps to compensate for the lack of positive emotions, while it puts a heavy burden on the psyche of young men, so they often tend to quickly buy goods and leave the store (Table 1).

Table 1

The influence of the respondent's gender on the satisfaction received from shopping (in % of the number of respondents)

Thus, shopping is a pleasure for most teenagers in the metropolis, because it helps to get rid of stress. Through purchases, a person tries to smooth out the negative impact of various factors on himself. At the same time, the prestige factor plays a significant role. The opportunity to own a fashionable thing is a great pleasure for people who are engaged in shopping. Also, the entertainment areas of shopping centers (cafes, bars, restaurants, cinemas, rooms for children, etc.) contribute to the full rest of customers, as a result of which they are attracted to shopping.

Conclusion

The results of the study showed that shopping activities of the population of the modern Russian megalopolis contributes to the realization of its following functions: utilitarian, hedonistic, compensatory, communicative, relaxation, self-fulfilling and status. Thus, shopping is becoming not only a form of consumer behavior of young people and teenagers of the metropolis, but also a kind of lifestyle, a sphere of leisure activities. When shopping, it is not only and not so much about meeting the urgent needs, without which a person cannot exist. A significant amount of time is devoted by a person to what surrounds the consumer's action itself: studying the assortment of goods, searching for information about the product on the Internet, actually buying. In parallel, there is an increase in the population's time for actions related to the purchase of goods - trips to the cinema, cafes, etc., that is, for leisure activities.

The study revealed a number of trends in the development of shopping in the metropolis: firstly, shopping has a gender character. To a greater extent (up to 80.0%), girls are engaged in it;

secondly, shopping becomes a leisure activity for a part of the population;

Thirdly, due to shopping, there is a slight decrease in the severity of social tension and psychological leveling of the sharp property and social differentiation of modern Russian society;

Fourthly, the possibility of forming a "shopping addiction" among some of the youth of the megalopolis, which leads to personality transformation.

The list of literature

1. Зборовский Г.Е. Социология досуга и культуры. Социологические исследования. - М., 2006.

2. Зборовский Г.Е. Теория социальной общности: монография. - Екатеринбург: Гуманитарный университет, 2009.

3. Коновалова А. Что привезти из Беларуси: умный шоппинг в Минске и других городах https://dzen.ru/a/W9bqPLoJawCs7Oi0

4. Шопинг в Беларуси: какие мировые бренды ушли из России, но остались в Беларуси https://bestbelarus.by/info/blog/chem-belorusskiy-reteyl-privlekaet-rossiyan/