Effects of pr-activities segment HoReCa organizations on consumer behavior of young people: sociological analysis

Nowadays in the context of new social and economic conditions the social role of consumption in Russian society is growing. Consumer activity of the population acquires new forms. The consumer beh avior of young people has become affected by the socio-economic environment. A huge number of various cafes, restaurants and hotels appear in modern cities. Their main customers are young people. The variety of the HoReCa market creates conditions for competition, and a consumer becomes the object producers fight for. The results of quantitative and qualitative researches of PR technologies affecting consumer behaviour of the young are representedin the form of mutually reinforcing materials on the basis of which it is concluded that one of effective way to attract customers is advertising distributed in the Internet, which can attract consumers’ attention by helping them to select a suitable product or service. The impact of advertising as a kind of PR technology on young people is explained by exceptional sensitivity and easiness of perception of different values and patterns of behavior by this age category. The theme of the research is actual as for the whole Russian segment HoReCa as for Astrakhan in particular, as quantity of restaraunts and cafes is rapidly growing nowadays. In this regard the importance of this theme is stipulated by the necessaty of studying modern aspects of consumer behaviour influenced by PR activity of organizations and revealing the peculiarities of this impact on forming consumer behaviour in HoReCa segment.