Brand consumption as a process of personal fulfillment: sociological analysis

The present study considers the problems of creative consumption spreading among modern Russian population, which is manifested in the purchase of branded items. Brands allow consumers to demonstrate the peculiarities of their lifeworld, taste, individuality and style while belonging to one and the same country, region, culture and social group. In a consumer society, brands become an accessible marker for defining one’s own status, individual values and success in life. The authors analyze brand consumption cases among the residents of a large Russian city - Volgograd. The study was conducted through the use of a questionnaire-based survey (n = 600). The sampling type is route/quota. Quotas were based on gender and age. More than half of the survey respondents identified their income as middle or lower-middle one, while the rich made up 2.0%, and the rest considered themselves to be in a low-income group. The analysis of survey results showed that the respondents with middle and lower-middle income demonstrate their individuality and personal fulfilment by purchasing mid-range clothing brands and mobile phone brands of a fairly high price level. Only low-income respondents do not buy branded products. In most cases branded clothing and mobile phones do not determine the material wealth level, as people prove their belonging to the middle class using any possible means of lending. However, when choosing branded products, consumers are rational about such important product qualities as affordable price, quality and brand, they also consider whether such products are of value for usage and for their personal fulfilment.