No matter how much they talk about the uniqueness of women, they all look for only three important features in a man. What kind of men do women choose, who do they love without a trace, and how are they faithful to the very end?

“You must love her, if only simply because she chose you out of four billion men!” Pavel Volya

Girls are not as complex and mysterious as they like to show. They all want simple and obvious things. What are women looking for and how to become the man of her dreams?

1. Stone wall or iron eggs of a man

Every girl is looking for that same stone wall in a man, about which they talk a lot. The modern world is not particularly friendly to the weaker sex, that any fragile girl is looking for protection in the person of a man. A stone wall that will protect her, her future family and potential children from adversity.

Protection from bullies, financial troubles, housing problems, an unnailed shelf, a tightly closed jar, a terrible spider in the kitchen, and everything that a woman cannot solve on her own. When a man is a coward, he cannot be relied upon difficult situation or does not keep his word, then all is lost. Such a male representative of a woman is not considered a man at all. They are either not met, or they are not respected and cuckolded at the first successful opportunity.

A man should be with character and iron balls. Protect a woman not only from external factors, but also from herself. When a man is a rag, constantly follows his lead, does not have his own opinion, is easily manipulated and bends, then this is not a stone wall, but rotten junk. A real man can easily cope with female hysteria and her bad mood. When a man is strong, then there is order in the relationship.

2. Help a woman

A man earns money, and a woman provides comfort and takes care of children - this is a classic patriarchal scheme. But in modern world women work like men and earn no less. Having won a girl, a man sometimes forgets that she is not a housekeeper and not his mother.

The woman is tired and she needs help in everyday life. Pick up a girl from work in a car, sit with a child or wash dishes when she falls off her feet. It's not even about helping, but about demonstrating not indifference. Help the one who chose you. Women want a little care and tenderness. And they will return it to the man with a vengeance.

3. Sexual desire

Girls want to be desired even after 5-10 years of marriage. It's easy to flirt, compliment, praise, organize a date, arrange a romantic dinner, make a surprise, buy flowers or give a gift. Relationships are a fire, and if you do not throw firewood, then passion will go out forever.

Women also love sex and want to have it. If a girl shirks sex, then certain reasons are likely. Either the woman has a lower libido, or the man does not satisfy her in bed. A man should become a better lover so that the girl does not find another and does not cheat. Go in for sports, switch to a healthy diet and lifestyle. Pull up in the theoretical plan of sex and not be content with the duty "stick" before going to bed.

Every girl looks for just that in a man. And what should be a girl? She must have the right vector of desires. There is a good saying about good girls:

“In any case, when you look at your man, there should be an irresistible desire to fuck, cook borscht, iron shirts and raise children like him. Everything else - all these fur coats, tsatski, Turkey, cars - it's all lies, consumerism and consumerism of the soul "

Consumerism - as a historical phenomenon

The movement of citizens or government organizations for the expansion of consumer rights and strengthening their influence on sellers and manufacturers, ensuring the quality of consumer goods (services) and honest advertising.

Gradually, relevant consumer protection laws were adopted in a large number of countries.

Consumerism - as a characteristic of consumption

Criticism of consumerism

consumerism how the term is now becoming analogous overconsumption, consumerism. In the modern world, consumption is becoming a kind of addiction, oniomania is developing. For a person suffering from such an addiction, goods lose their own significance and become only a symbol of belonging to a certain social group. The idea that it is possible to achieve social superiority through consumption generates in the mind of the buyer the belief that the very act of purchase is capable of delivering greater satisfaction than the actual product that is purchased. Human happiness is made dependent on the level of consumption, consumption becomes the goal and meaning of life.

The main criticism of the ideology of consumerism develops in a religious environment. From a religious point of view, consumerism ignores spiritual values ​​if they are outside the sphere of market relations. Consumerism exploits and encourages passions, emotions, vices, while all major religions call for their curbing, limiting. An example of criticism of consumerism in Christianity is the encyclical of Pope John Paul II "Centesimus Annus" (1991), according to which consumerism is one of the most dangerous consequences of a radical form of capitalism.

Consumerist counterarguments

The processes that are misinterpreted as bad taste, manic shopping and window dressing are not at all reducible to these annoying manifestations. Economist of the early 21st century Alexander Dolgin writes that "the rejection of cultural trends in consumption is due to the fact that many, in principle, did not understand the structure of the consumer society ... Modern society is increasingly controlled by some kind of reasonable symbolic principle, no less powerful than competition for material resources From this grow other realities of life and, to match them, a different morality, which is wrong to judge from the previous positions. Things say more than about wealth, at the same time they mark the taste, mentality, social affiliation and other qualities of the individual.

The consumer society provides people with a signaling system and practices that serve the need for rapprochement and distancing. Moreover, the effectiveness of this signaling system depends on the speed, laboriousness and completeness of mutual "transmission". And this, in turn, affects the quality of the environment in which people live, the quality of communications and, ultimately, the quality of life.

Demonstrative spending - as a guarantee of predictability and the basis of trust from potential partners

Spending for show has existed from time immemorial, and it is naive to see empty fanfare in them (as it is wrong in principle to deny meaningfulness to any sustainable social practices). Leaders, successful merchants and manufacturers, military men and lawyers all resorted to non-functional spending from time to time. At the same time, they did not indulge their whims, but acted more than sensibly - they created the impression necessary for the business with the help of entourage, and, when necessary, grand gestures.

Demonstrative spending works as a guarantee of predictability and the basis of trust from potential partners. (By the way, image advertising is also based on the logic of a deposit: those who do not produce guaranteed good products will not spend money on their publicity, because, having made a bad product recognizable, it is usually more difficult to sell it. Buyers read this signal at the level subconscious.) This is the fundamental logic of spending as a preventive sacrifice - it just seems optional, in fact it is an investment in information about the future, in trust.

Who is who and is it worth dealing with this person

Status spending is almost an imperative for the vast majority of members of society. It marks in the most accurate way who is who and whether it is worth dealing with this person. The logic of statuses was not born yesterday, but earlier it most noticeably affected the top of society. Simpler things were intended for the middle strata, and the lower strata could not afford the variety. Class dictate in clothes was needed because today it is achieved without coercion - so that it is immediately clear who is who.

The Information Society and the Humanism of Consumer Culture

In the information society, the game of conspicuous consumption has become popular. At stake are not only property statuses, but also many personality characteristics. All strata at their level are involved in folding and solving the same ciphers and semiotic crossword puzzles as the wealthy public. Moreover, for each level of requests, its consumer minimum is provided. So, among the most popular and therefore cheap products are beer plus chips plus football, as well as music, Internet surfing, cinema, computer games... - everything that allows, at least, to fill time, to escape from its unbearable malleability.

All paths are open to those wishing to move to a higher league, promotion depends only on the person himself. This is the humanism of consumer culture: equalization of opportunities and satisfaction of all types of demand, taste and ambition.

Therefore, to blame someone for his, relatively speaking, popcorn is not to understand that it is thanks to him that you distinguish your own from others (or, on the contrary, flaunt your understanding).

Ever since the most developed part of the world entered the post-industrial era, consumerism has undoubtedly become the dominant economic doctrine.

Consumerism is a movement of citizens or government organizations to expand the rights of consumers and increase their impact on sellers and manufacturers, ensuring the quality of consumer goods (services) and honest advertising.

In the mid 60s. In the United States, President John F. Kennedy introduced the Consumer Bill of Rights. This document established that the consumer public has the right to protection, information, choice and, in addition, it has the right to be heard. Gradually, relevant consumer protection laws were adopted in most countries.

Currently, the term takes on a second meaning - overconsumption. Consumption becomes a kind of addiction. For a person suffering from such an addiction, goods lose their own significance and become only a symbol of belonging to a certain social group. The idea that it is possible to achieve social superiority through consumption generates in the mind of the buyer the belief that the very act of purchase is capable of delivering greater satisfaction than the actual product that is purchased.

In a market economy, much attention is paid to the study of consumer behavior, since by buying or not buying certain goods, the consumer thereby influences the amount of profit received by producers and sellers. And profit is the main driving motive underlying any entrepreneurship.

However, in the end, the main goal of the functioning of any economic system is to meet the needs of society and individuals.

Two fundamental axioms are connected with the achievement of this goal: the first is that the needs of society and individuals are unlimited, the second is that the material resources necessary to satisfy them are limited.

A significant part of the solutions associated with this problem can be found in consumerism, whose main functions are to ensure freedom of choice, regulate macroeconomic processes, protect the interests of consumers, inform and educate them. However, in Russia this problem became the subject of scientific research relatively recently, and the term “consumerism” itself appeared in Russian dictionaries only in the early 1990s.

The adoption in 1992 of the Law of the Russian Federation "On the Protection of Consumer Rights" can be considered as a fact of Russia's entry into the world system of consumerism, and, consequently, its recognition of the "Guidelines for the Protection of Consumer Interests" adopted by the UN. Therefore, it is necessary to study the theoretical and practical experience development of consumerism in various countries.

This is especially important at the present time, when integration processes are taking place aimed at the interaction and interdependence of national economies.

The possibilities of consumerism, considered on an international scale, come down to solving the problems of the preservation of non-reproducible resources, their efficient use, as well as economic growth, the genesis of global property, the unification and differentiation of global production and consumption.

At the same time, it should be noted that the legislative framework for consumer protection in Russia is built mainly on foreign experience; however, for all its significance, it is very important to take into account the country specifics of a particular economic system, since consumerism is able to solve not so much the global problems of mankind as national tasks, which was taken into account in this study.

The urgency of solving the problems of consumerism is increasing, as the tendency to increase the intensity of the rhythm of life, to reduce free time is increasing.

In this regard, the role of trade and the service sector is growing. Not only the organization of the process itself is radically changing, but also the system of relationships "buyer - seller". How to build these relationships, respecting the interests of both parties, is one of the main issues to be resolved within the framework of consumerism.

The aim of the study is to study the economic mechanism of the formation of consumerism in the conditions of the transitional economy of Russia on the basis of a comprehensive study of its theoretical and methodological foundations, essence and problems.

To achieve the goal, the following tasks were set:

– To study the theoretical and methodological foundations of consumerism in Russia, taking into account national characteristics.

– Theoretically substantiate the socio-economic prerequisites for the emergence of consumerism, analyze the external and interval factors influencing its development.

– Conduct an analysis of consumerism and, on this basis, formulate its main functions.

– Determine the place and role of the consumer movement in the system of radical economic reforms being carried out in Russia.

– Describe the features of the development of consumerism in Russia.

The subject of this course project is a set of theoretical and practical issues related to the emergence and development of consumerism in a transitional economy.

The object of the study is the practice of the development of the consumer movement.

1. The consumer and his role in the concept of marketing

1.1 Consumer in enterprise marketing

The ever-increasing onslaught of a highly developed marketing environment obliges firms wishing to achieve competitive advantage to take into account the psychology of the consumer, and in particular, to understand the reasons for the consumer's decision.

In a competitive economic system, in order for a firm to survive and grow, its management requires an accurate description of consumer behavior: how he buys, why he buys, where he buys, and, of course, what exactly he buys.

Therefore, modern managers need to know who their customers are and why these people choose their products, and not the products of competitors. It is not the job of marketing to convince anyone to buy everything that the company has managed to produce.

Today, more than ever, successful management depends on how each stage of the business - product, advertising, after-sales service, etc. - satisfies the needs of the buyer. This is the essence of customer orientation as a general approach to business management.

Orientation to the consumer is a consequence of the adoption by the company of the concept of marketing, which is the philosophy of a business company and built on four main premises:

- The success of any company depends primarily on the consumer, on whether he wants to buy something and pay for the purchase.

– The firm must be aware of the needs of customers, preferably long before the start of production, and in the case of high-tech industries, long before production planning.

- The needs of customers must be constantly monitored and analyzed in such a way that in terms of "product" and "market development" the company is always ahead of its competitors.

– Senior managers should seek to integrate all components of the marketing strategy (i.e. the four factors of the marketing mix: product improvement, pricing, product placement and promotion) into a single strategic plan based on an understanding of consumer behavior.

In a word, "you need to start with an understanding of what is of value to the buyer, what he buys, what are his realities and needs - that's what marketing does!".

This understanding of business management is not based on altruism. It leads to an increase in the company's income, since profitability is a consequence of satisfying customer demand.

Consumer-oriented marketing is not something optional or optional, it is an important corporate position in wealthy, competitive societies where consumers own incomes well above the bare minimum and have a choice. We can argue about whether consumer orientation is ultimately a cause or effect of effective marketing. What is certain is that the desire for a clear understanding of the present and future behavior of consumers and the willingness to respond positively to this are the hallmarks of a successful business enterprise.

It should be recognized that there are relatively few such firms. P.F. Drucker expresses his surprise and concern that so few executives have embraced this philosophy:

“I can't explain why after forty years of preaching marketing, teaching marketing, practicing marketing, so few vendors are willing to follow this concept. In fact, anyone who is willing to use marketing as the basis of their strategy is sure to achieve leadership in their industry or market, quickly and with almost no risk.

Management style has a strong impact on a firm's profits, and this will become apparent when we look at specific business examples.

For example, the C5 was marketed as an electric car, but to many people it looked like a tricycle because it was equipped with pedals for driving uphill. The C5 was first introduced to the UK car market in 1985 and advertised as a "working collector's model" a year later. The creator of C5, Sir Clive Sinclair, clearly did not trust market research and was guided by the belief that the market should be created after the invention (A.P. Marks, 1989), so all attention was focused only on technical specifications electric vehicle. Marketing research shows that such a market is in any case very narrow. In this case, trial marketing was not carried out at all, although it could have been of great benefit, for example, in the issue of product placement, problems with which arose immediately after the launch of the machine on the national market (A.P. Marks, 1989). This invention is an example of a product-only approach that is not backed up by knowledge of the mindset and needs of those who were to buy the product.

By comparison, targeted market research commissioned by the sponsors of an electric vehicle project in South Australia provided early insights into what should be the payload, power and performance of a vehicle, and how potential customers perceive electric vehicles compared to existing vehicles.

The decrease in the perceived difference between the consumer properties of products leads to a decrease in loyalty to individual brands. Due to the large choice of products and the increase in “market literacy” of consumers, there is a more conscious attitude towards price and value.

As a result of increased competition and expansion of market offerings, there is a higher expectation of services and product quality.

Reducing the difference in attitudes towards buying only expensive or only cheap goods: the rich buy something in cheap stores, while the less wealthy buy something in expensive stores for pleasure. From this point of view, pricing based on average prices may not be justified, and segmentation by income may be misleading.

Understatement by the buyer of his age level - the purchase of goods designed for younger people.

Due to the leveling of the properties of many products, the significance of their emotional impact increases. Many products are not classified as "exciting", they are chosen without much emotion. Therefore, more expensive options products that not only have high technical and operational characteristics, but also have emotional appeal.

There is a qualitative change in the product content of the market.

Increasingly difficult to achieve product differentiation (new washing powders"Procter and Gamble" is better not washed, radio-electronic products of well-known manufacturers differ little from each other in their consumer properties). More and more products are being released that are similar to each other. More and more products are becoming undifferentiated. Increasingly, imitation products are being produced. These circumstances shorten the life cycle of products.

In this regard, some traditional approaches to the choice of strategies for market activity are undergoing changes. Here, first of all, we mean strategies for differentiating products according to the criteria for the degree of their adaptation to the needs of individual consumer groups and prices. Until recently, it was generally believed that an increase in the degree of adaptation of product attributes to sufficiently individualized consumer needs leads to an increase in the price of this product, and vice versa. Therefore, when positioning products according to these criteria, they chose strategies or orientations to the individual needs of consumers or to the release of the same type of products, but sold at low prices. It was believed that these two strategies are mutually contradictory and cannot be implemented simultaneously. However, marketing practice recent years showed that success in modern conditions is more likely to be achieved by an organization that sells products that simultaneously have high quality of one or more attributes, a recognized image, having acceptable prices and a fairly high level of service.

The weakening of brand differentiation can lead to setting unrealistic market goals and, accordingly, to overproduction, lower income levels, the allocation of less funds to the development of new products, hence the underutilization of production capacities, reduced income, less investment in brand differentiation. The circle closes; in this case, the spiral of development is directed downward.

1.2 The role of the consumer in modern marketing

In consumer-driven marketing, based on their requirements, product characteristics are determined, a business model is built, a business strategy is selected, then a policy is developed for individual marketing mix tools.

The above means a decrease in the role of mass marketing and an increase in the importance of "point" marketing.

Another consequence of the use of this type of marketing is also the increased differentiation of the product depending on its application. For example, Timex has created a watch that focuses on different groups consumers: teenagers, skiers, fishermen, Muslims (show the direction to the east), etc.

Focusing on the increasingly individual needs of consumers, many companies are moving to work in market niches. To ensure sales volume and reduce risk, it is recommended to work simultaneously in several niches and strive to be a leader in each of them, which allows you to achieve profitability in each of the niches. For example, "Johnson and Johnson" is a leader in certain drug niches - in particular, a complex of drugs has been created for everything that a person has located "above the tie".

The focus is on the long-term value of the product. General Electric fired a manager who had achieved a 20% increase in sales of vacuum tubes. The reason for the dismissal was that competitors switched to the production of transistors. John Welch, president of General Electric, terminated the existence of those strategic business units that did not occupy 1-2 places in the market. He said: "Let sales expand only by 10%, but I want you to redefine the market." (According to the results of the nomination at the end of the last century, John Welch was named the best US manager of the twentieth century.)

In consumer-driven marketing, the importance of analyzing the consumer value of the products sold is increasing. Customer value is understood as the benefit of the consumer minus the cost of acquiring and using a particular product. The added value must exceed the additional costs. These goals are served by cost-value analysis (CVA). Cost Value Analysis), aimed at correlating the value and all costs. For example, you can buy a more expensive truck that breaks down less often.

Consumers expect the manufacturer to continuously improve the quality of the product, increase labor productivity, continuous innovation, and reduce prices over time. This gives them the opportunity to lower their prices.

We must strive to create additional value for the consumer, strive to improve his business. From this point of view, manufacturers (sellers) are consultants for their consumers. It is necessary to share with the consumer not only profit, but also risks.

1.3 Understanding the consumer in marketing

Usually the consumer at purchase considers the factors listed on fig. one.

Rice. 1. Buyer Considerations

The buyer, based on experience, enumerates the purchase options. Experience is the most difficult factor to assess. The buyer, first of all, uses experience when making a decision. If this experience is negative, no amount of progress will help.

When a product is physically available, a prospective buyer evaluates its suitability for their own lifestyle.

Price is usually less of a factor than one might expect, even in industrial marketing.

The balance of these factors depends on the individual abilities of buyers.

With repeat purchases, the process goes through three stages:

In general, the process of making a purchase decision can be represented by a five-step model:

There are two main consumer groups:

– end users;

– consumers-enterprises (industrial marketing).

The list of factors that determine the behavior of the buyer of consumer goods is diverse. Naturally, all these factors act simultaneously, integrally, and therefore special importance should be attached to the factors that have such an integral character. These include:

The need to correlate one's behavior with a certain social group, where the buyer refers himself, and, consequently, with the corresponding reference group;

- Buyer lifestyle.

Assignment or non-assignment of a potential buyer to specific groups can be used to great effect by sellers. If they accurately evaluate the opinions of the leaders in the reference group, they will "capture" the entire group. An example of membership and reference groups of potential buyers is shown in fig. 2.

Rice. 2. Membership and reference groups in a hypothetical college

One of the lifestyle classifications establishes four main categories, subdivided into nine specific lifestyles:

1. Groups driven by need: "survivors", "feeders".

2. Externally directed groups: "relating to", "competing", "achieving".

3. Internally managed groups (“I-am-me”): “experienced”, “socially conscious”.

4. Combination 2 and 3: "integration".

The double hierarchy of life styles can be displayed in Fig. 3.

Rice. 3. Hierarchy of lifestyles

On fig. Figure 4 shows a schematic model of end-customer behavior.

It contains four main sections:

1. Inputs (incentives) - what the consumer receives from the external environment:

Substance – the actual physical aspects of the product or service (what the consumer will use);

Symbols - ideas or images presented by the supplier (for example, advertising);

Social significance - ideas or images that accompany a product or service on the part of society (for example, reference groups).

2. Outputs - consumer actions as an observable result of input stimuli.

Rice. 4. End-customer behavior model

Between 1 and 2 - construction - the process that the consumer must go through before deciding on his actions.

3. Reception - receiving and fixing information about a product or service.

4. Learning - which leads to a solution.

Solid lines show information flows, dashed lines show the feedback effect.

The model of behavior of the buyer at industrial marketing illustrates fig. 5.

Rice. 5. Buyer behavior in industrial marketing

So, when carrying out marketing activities, companies must take into account the rights of consumers and be responsible for their implementation.

Basic consumer rights:

1) The right to choose a product to meet basic needs in conditions of a sufficient variety of offers at competitive prices and while limiting any monopoly influence on consumers.

2) The right to the safety of the goods and their functioning in accordance with the offer of the seller.

3) The right to be informed about the most important properties of goods, methods of sale, guarantees.

4) The right to protection against substandard goods and compensation for damage associated with their use.

5) The right to be heard and receive support in protecting their interests from state and public bodies.

6) The right to receive consumer education, the acquisition of comprehensive knowledge and skills that make it easier for the consumer to make a decision.

7) The right to a healthy environment that does not pose a threat to a decent and healthy life for present and future generations.

The most important postulate of consumerism is that in the process of economic activity, the rights of consumers are absolute, inviolable and cannot be violated.

2. Consumerism, government regulation and business

2.1 The essence and characteristic manifestations of consumerism

The object of legal relations for the protection of consumer rights is a product - a finished product that is sold to a citizen-consumer by the seller under a contract of sale to satisfy his personal needs. household needs. In addition, raw materials, components, semi-finished products, etc. are considered goods in accordance with the Law "On Protection of Consumer Rights" in the event that they are sold to a citizen-consumer by the seller under a contract of sale to meet personal household needs as an independent commodity unit.

Works - the activity of the performer, the material results of which are transferred to consumers to meet their personal household needs. Services - the activity of the performer, which does not create a material result, the beneficial effect of which is used by consumers to meet their personal household needs.

The development of consumerism in Russia will continue along with the growth of the level of economic development and the level of consumption as part of the development of the concept of social and ethical marketing.

One of the goals of consumerism is to regulate the activities of manufacturers and sellers of goods, as well as other participants in the business infrastructure, in particular advertising agencies. Therefore, consumerism is associated with limiting the influence of marketers on consumer behavior.

Consumerism as a social movement consists of three main groups:

1) Consumer-oriented groups, primarily concerned with the growth of consumer consciousness and providing consumers with information to make more informed choices. These are consumer unions and confederations, Greenpeace.

2) the state acting through legislation and regulation

3) business operating through competition and
self-regulation in the interests of consumers.

2.2 The main types and history of the development of consumerism in marketing

The consumer movement emerged in the late 1920s in the United States. In 1927 a book by S. Chase and F.J. Schlink's "What is your money worth", which became a bestseller. In 1928, one of the authors became the founder of the First Expert Organization "Research for Consumers", which tested the quality of consumer goods in independent laboratories and reported the results to the general public. In 1936, the US Consumers Union, which is the largest organization of the so-called "old" consumerism, stood out from it. Together with other organizations in this direction, the US Consumers Union pursues the goal of educating a competent consumer. Their main focus is on expert and educational activities.

In the late 1960s, a “new” consumerism arose in the United States, using the methods of political struggle and the protection of public interests. Organizations included in this direction support candidates for congressional and local government elections, push for laws in favor of consumers, publish exposés in the press, organize demonstrations and pickets, boycott goods, file lawsuits against monopolies in courts, and provide legal assistance to consumers.

AT post-war years consumer organizations began to emerge in Europe: Great Britain, France, Germany, Scandinavian countries, Japan and a number of developing countries.

Since 1960, the consumer movement has taken on an international character - the International Organization of Consumers Unions was created with a residence in The Hague.

The consumer movement today is a powerful factor in regulating the quality of goods and services, which is considered by both production and trade, as well as government agencies. This movement is sponsored by the United Nations. It has developed "Consumer Protection Guidelines".

Compliance of the product with quality (certification) is determined by the requirements of the standard. Today, national standards organizations are part of the International Organization for Standardization (ISO). In May 1978, the first meeting of the ISO Committee on Consumption Policy (COPOLCO) took place in Geneva. In 1979, the first ISO seminar on the safety of consumer goods was held ( Appliances, toys, ladders, electrical appliances, etc.). In 1986 in Gothenburg (Sweden) COPOLCO held a seminar “The Car and the Consumer. The Role of Standards”, where for the first time the problems of road transport safety, environmental protection from exhaust gas pollution, and issues of car quality were highlighted.

In 1993, at the initiative of the State Antimonopoly Committee of the Russian Federation (now the Ministry for Antimonopoly Policy and Entrepreneurship Support), the National Consumer Protection Fund was established. Among the founders of the fund: the Chamber of Commerce and Industry of the Russian Federation, the Committee of the Russian Federation for Standardization, Metrology and Certification, the Russian Union of Industrialists and Entrepreneurs, the Russian Commodity and Raw Materials Exchange, the Moscow Commodity Exchange, Dialog-Bank, the State Inspectorate for Trade, Quality of Goods and protection of consumer rights MVES of Russia, Insurance Joint-Stock Company Energogarant and others.

The main task of the Fund is to unite the financial and intellectual potential of enterprises, organizations, scientific institutions, structures of all forms of ownership for participation in practical work on the implementation of the Law of the Russian Federation "On the Protection of Consumer Rights", related legislative acts.

To implement the tasks facing the fund, 21 structures have been organized and are operating. Non-profit organizations: "Independent Center for Environmental Safety of Consumers", National Environmental Fund, "Independent International Center for Radiation and Biological Safety of Consumers", Center for Expertise of Service Life (Shelf Life) of Goods and Services, Kostroma Institute of Economic and Consumer Education, University Center for Applied Biotechnology and Safety food products of animal origin, "Independent Center for Technical Expertise and Certification of Electrical and Radio Products", "Independent Center for Technical Expertise and Certification of Automotive and Tractor Engineering Products" and others. It is planned to create a number of independent centers.

2.3 The main critical arguments of consumerism and its mechanism of action

In the words of Drucker (1973, p. 83), "consumerism is the disgrace of marketing." The main critical arguments of consumerists are as follows.

- Marketing attempts to meet the short-term needs of customers at the expense of their long-term well-being.

- Products are designed to achieve company profits, but not to meet needs.

– Marketing emphasizes the symbolic value of products (emotional and subjective value) at the expense of their functional value.

– There is a fundamental discrepancy between the legal rights of buyers and sellers.

It is important to emphasize that consumerism does not question the concept of marketing, but rather requires its full implementation. In fact, this movement, like the labor movement of the beginning of the century, marks the "socialization" of demand. As a result, the firm is dealing with a more cohesive consumer who responds to its actions in an organized manner and, thanks to consumer associations, has independent sources of information in addition to the data provided by the firm (see box 1).

Graph 1 below shows the marginal utility of a consumer's search for information as a decreasing function of the required level of knowledge of the most important characteristics the product of interest to him (curve R).

· The function of the marginal costs of this search is also presented, which is assumed to be proportional to the required level of knowledge (curve C).

· Point A corresponds to the optimal moment for stopping the search by the consumer: if it continues, the costs will exceed the benefits.

Graph 1. Marginal utility of consumer search for information

Economic development leads to the following changes:

- the cost of personal time spent on search has increased;

– the number of products with poorly comparable properties has increased;

- The number of poorly differentiated brands has also increased.

These changes entail, on the one hand, an increase in search costs (curve C turned into C "). On the other hand, the complexity of choice has increased, which reduced the marginal utility of information search (curve R turned into R").

Graph 2. Economic analysis of the consumerist movement

· The consumer's stopping point shifts from A to A", which means a lower level of requirements compared to the previous one.

· Consequently, economic growth leads to some loss of consumer sovereignty, making him a prisoner of commercial information provided by the manufacturer.

· Consumers are therefore interested in combining and supplementing data from the manufacturer with data supplied by consumer organizations at a low cost.

Thanks to this, the consumer can again return to a heightened level of awareness.

Consumerism has undoubtedly contributed to an increase in the level of ethics in the practice of marketing.

3. Development of an advertising product for coffee "Chibo" and consumer rights

3.1 Advertising campaign for coffee "Chibo"

The company "Chibo Exclusive" was tasked to advertise its own products on the streets of the city, namely coffee "Chibo".

At the meeting, during which the project and the advertising plan were discussed, a list of goals facing the created advertising product was compiled.

In today's mobile society, outdoor advertising meets a large part of the population. Due to the fact that outdoor advertising in most cases is perceived at a considerable distance and on the go, it should be a short and expressive message. In this example, it can be seen that the main elements of branding stand out in the decoration: the brand name and the slogan.

In principle, we can say that this example of advertising meets the most important requirements: it attracts attention, it is easy to read on the go, the text message is short and clear. Also, studies of the reaction, reflected in paragraph 3.2 of this work, were carried out.

3.2 Course and main results of the study

Here are some results of a study on testing the advertising poster “Chibo. Giving the best” after a month of advertising on posters.

We asked a question - how many times have you seen the poster?

1 time……………………………………..8%

2-3 times………………………………23%

4-5 times………………………………. eleven%

6–10 times…………………………………7%

more than 10 times…………………………2%

The effectiveness of a poster also depends on how often it is seen. If the advertising campaign uses several versions of the poster, the respondent answers how many times he saw each of the versions.

Will the respondent use the product/service next time?

yes……………………………………………………5%

rather yes than no………………………..39%

rather no than yes………………………..25%

no………………………………………………30%

did not answer……………………………………1%

This data shows the proportion of respondents who, when they are going to buy coffee next time, will take into account the possibility of buying Cibo coffee. Is the advertisement on the poster intended for the respondent?

The data show that 41% of respondents among those who were assigned to the target group identify themselves with the target group.

Coffee "Chibo"…………………92%

No answer………………………..5%

The taste of good coffee………… 4%

This question allows you to determine how effective the creative solution embedded in the poster is.

Overall rating of the poster:

Respondents rate the entire poster on a five-point scale. A score of 5 means that the respondent fully agrees with the statement and 1 means that he completely disagrees. The assessment is made on a number of indicators.
For the Cibo poster, the following scores were obtained among the target group:

interesting………………………………………..30%

contains new information……………..20%

attracts attention………………….46%

colors correspond to "Chibo"………………..53%

inspires confidence………………………………..36%

would like to take a look again…………………22%

increased interest in "Chibo"…………………36%

In addition, the ratings of respondents with a positive attitude (among “interested” and “motivated”) were obtained - they are much higher. You can test advertising products both before the start of the advertising campaign and after it ends.

The greatest effect from research can be obtained if the results of the evaluation of advertising materials "Before" are compared with the results of "After".

Although, oddly enough, paragraph 15 of Article 7 (“False Advertising”) of the Law “On Advertising” states: “A false advertisement is an advertisement that contains ... the use of superlative terms, including ... “most”, “only”, "best", "absolute", "only" and the like, if they cannot be documented.

When reading this norm, other familiar slogans are involuntarily recalled: “Pampers are the best friend of babies”, “EL GUSTO is the hottest coffee”, and considered “ Cibo - give the best and hundreds of similar ones.

For sure, it is impossible to get a certificate issued by the competent authority on the achievement of the EL GUSTO brand coffee of the absolute record in temperature.

Sociological survey of children to identify their best friend can also give unpredictable results.

That is, in the slogan under consideration there is also a share of incorrectness, and from the point of view of consumerism, it is logical to change the slogan in favor of a more correct one.

Conclusion

So, consumerism is widespread in almost all economically developed countries and has a particularly strong position in Scandinavia, the United States, and the states of Western Europe.

Consumer unions, on behalf of individual consumers, act as plaintiffs in lawsuits against unscrupulous advertisers. They order expensive studies of the quality of goods (services) and carry out their publication, which also pushes other participants in the advertising process to increase the volume of consumer research for their fullest satisfaction. In the course of research, it is important to find out how the consumer realizes what product he needs, and why exactly it satisfies his needs in the best way. Modern consumers (according to research) want the following:

peace and security;

from communication producers. For example, in the United States, the Federation of American Consumers, the National Council of Senior Citizens, and the National Consumers League provide opportunities for consumers to express their views on advertising abuse, i.e. organize a mass exchange of consumer information;

quality;

become your partners;

be able to return products that they are not satisfied with;

to please them;

to make it easy for them to communicate with you.

They are very grateful to someone who can take care of problems that they themselves find difficult to handle.

Organizations for the protection of consumer rights concentrate their activities on those issues that affect both advertising and the interests of advertisers.

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Among the strategic problems of the modern socio-economic development of Russia, the problem of ensuring the rights of the population to ensure the consumption of high-quality life goods is one of the main and acute ones. Its practical solution largely determines the growth of the quality of life, the level of real well-being of citizens and directly affects the provision of social stability and national security of the state.

The problem of state protection of the rights of citizens, including their rights as consumers, has a long history. The consumer is a very important link in the system of economic and market relations. There have always been contradictions between the commodity producer (supplier, seller) and the consumer, and a third party, the state, tried to resolve them. These attempts were to regulate the quality and safety of goods and services through the development of laws.

Consumer protection aims, firstly, to inform consumers about goods and services available on the consumer market, and secondly, to protect the consumer if his rights are limited.

The modern concept of "consumerism" means the worldwide movement of the public and government agencies in support of the rights and opportunities of consumers in their relations with manufacturers and suppliers of goods, works, services. Consumer protection is component protection of human rights.

consumerism— activities of end consumers aimed at protecting their rights. This concept appeared in the mid-60s, replacing another - "consumer sovereignty". consumerism can be called a kind of transition from the economy of producers to the economy of consumers.

consumerism as a social movement can be divided into 3 groups:

1. Consumer-centric groups that are interested in raising consumer awareness and providing them with information that allows them to make more informed choices;
2. State and local authorities guided by the law;
3. Business aimed at satisfying consumers, in an environment of competition and self-regulation.

To date, the movement of consumers in defense of their rights has been widely developed. Under pressure from social movements in Russia, a law on the protection of consumer rights has been adopted.

In the Russian Federation, the main law in the field of consumer protection is the Law of the Russian Federation "On the Protection of Consumer Rights". It defends the rights of consumers to quality products and quality performance of works (services). These consumer rights are also enshrined in the Constitution of the Russian Federation, the Code of Administrative Offenses of the Russian Federation, etc.

The priorities of consumerism policy are to meet the basic needs of people, in particular, a fair distribution of natural resources among the population, public access to information and participation in the decision-making process, reducing product prices to an acceptable level, forming a socially responsible business, developing a pan-European and global energy saving strategy etc.

The Russian Federation has created a multi-level system of consumer rights protection. This system includes control bodies:

State regulatory authorities (Rospotrebnadzor, state fire supervision, etc.);

Departments and departments for quality and consumer protection under the regional regional governments and local administrations;

Chamber of Commerce and Industry of the Russian Federation;

Law enforcement agencies;

Public associations of citizens for the protection of consumer rights, created on a voluntary basis.

According to experts, the basis of an effective business ideology of modern enterprises should be formed in the field of ethics, high moral standards and ideals of goodness.

consumerism originated and formed in the United States, and then spread throughout the world.

It began with the fight against substandard products and antitrust policy, and then it grew into a fight for the quality of all goods in general, including food and drugs. Later, consumerism spread to unfair advertising, false information and labeling.

consumerism is an integral part of marketing. The marketing activities of any company must take into account the rights of consumers and be liable in case of violation of these rights. The consumer has the right to safety, awareness, choice and the right to be heard. These rights are internationally recognized.

Unfortunately, there are many unscrupulous manufacturers that provide false or incomplete information about their products. A prime example is the composition of foods. Some companies go to all sorts of tricks, not specifying the harmful preservatives, dyes and other additives included in the composition, and also mask harmful additives in every possible way, calling them “identical to natural”. But the most dangerous is the unscrupulous activity of pharmaceutical companies, which in some cases can cause the greatest harm compared to other products. The incompleteness of the composition of drugs, or the replacement of expensive components with more budgetary ones, can cause the greatest harm to the consumer, aggravating the disease, or causing negative consequences of taking the drug.

In the modern world, an increasing number of people monitor the implementation of their consumer rights. People began to be interested in the quality of the purchased products, as well as the degree of its harmlessness to health. Recently, many programs have appeared in Russia dedicated to educating the population in the field of checking the quality of purchased products. Experts in this field actively provide information on how the consumer can protect and defend their rights, as well as punish dishonest manufacturers.

The more educated our society becomes, the more important is consumerism. I believe that a high level of marketing can protect a company from the influence of consumerism, because an honest and high-level marketing concept can satisfy the needs of customers without infringing on their rights. To do this, absolutely all companies must comply with the following rules:

1. Customer service must be carried out at the highest level, achieving the maximum satisfaction of their needs;
2. The manufacturer must be aware that a high level of service can bring a decent reward, expressed in the growth of the number of consumers, as well as the income and image of the company;
3. The qualification of the company must be constantly improved in order to realize worthy competition.

Consumerism - Benefits for consumers and merchants

The main positive aspects associated with the influence of consumerism on the activities of modern enterprises include the following:

Producers of goods and services have a constant incentive to improve and modernize their products, improve their quality;

The efforts of companies are aimed at developing more and more new and modern products, expanding their range and range;

Active consumption and expansion of sales markets encourage manufacturers to develop new approaches to advertising campaigns, take into account national and religious characteristics, etc.

The problems generated by the production activities of modern enterprises cause certain actions of individual citizens and society as a whole, aimed at regulating some of its moral and ethical aspects. The influence of social movements pushes business entities to a greater extent to take care of environment, as well as more carefully and thoughtfully organize their marketing activities around the consumer.

As a conclusion, we can say that consumerism is a kind of protective barrier between consumers and unscrupulous producers. This concept can only exist in a highly educated society, where people are interested in what they buy and seek to protect themselves from the negative consequences of consuming poor quality products. Every year the influence and significance consumerism is growing, which, of course, is a good indicator of the level of public concern for their health and rights. I guess in the end consumerism will force out low-quality production from the market, and together with it and its producers.