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The symbolic value of the French goods in the consciousness of the contemporary Russian young consumersстатья
Дата последнего поиска статьи во внешних источниках: 4 августа 2021 г.
- Автор: Ten Y P.
- Журнал: Journal of Hygienic Engineering and Design
- Том: 27
- Год издания: 2019
- Издательство: Consulting and Training Center KEY
- Местоположение издательства: Skopje
- Первая страница: 137
- Последняя страница: 144
- Аннотация: The symbolic approach to the analysis of meanings of goods of the country in the consumer’s minds of the country-recipient is one of the most relevant in Cross-Cultural Marketing. Companies often turn to cultural, social, mythological, religious, political or ethnic symbols of the country for shaping advertising communications with the consumers of other countries. For centuries political-economic, socio-cultural contacts between France and Russia have led to shaping the positive image of the goods from France in the minds of the Russian consumers. At the beginning of the 21st century, this situation begins to change. The author’s hypothesis consists of the suggestion that under the pressure of the policy of economic sanctions of France against the Russian economy and the deterioration of financial and economic well-being of the Russian inhabitants, the demand for French goods begins to decline. The purpose of the research is to analyze the symbolic meaning of the French goods in minds of the contemporary Russian youth.The research is interdisciplinary and the author integrates concepts, theories and methods from philosophy, sociology, intercultural communication and marketing. Author uses phenomenological and post-structuralism’s approaches. The research also involves comparative method of analysis. The empirical materials are based on the results of the sociological author’s survey. The author examined the date collected from 780 respondents (450 females and 330 males) and used structural modelling to test the hypotheses. In this case author used the statistical method. The author’s survey was conducted from April to October 2018 in Rostov-on-Don. The respondents consist of the students of the high school (18-25 years old from different regions of the Russian Federation). 3% of the respondents are married and 97% are single 72% of those responding had less than 21 years old. 60 % of the respondents had the monthly income between 5 000 and 10 000 rubbles. As qualitative, the research is focused on the description and interpretation of the “webs of meaning” of the symbolic forms of the French goods in minds of young Russian consumers. The research design has main parts. Firstly, the questions were connected with the examination of the symbols of France. Author used the symbolic approach when the correspondents chosen the key national symbols of France and the traditional food and non-food products associated with France. The analysis of different categories of the French symbols can open their meaning in shaping the image of the French goods in mind of the contemporary Russian youth. On the other hand, these symbols have been served as model for examination of Russian perception, attitudes and understanding of the ideas, ideals, concepts and standards of French behavior. In this connection one of the questions of particular research interest was “What the conception of “the art of French living“ (fr. “un art de vivre à la française”) does means (or does not mean) for you?” Historically, for Russian mind a model of “the art of French living" have been very attractive and deeply rooted in the Russian literature, poesy, visual art and philosophy of life. France was pictured as the country of the high level of comfortable and aesthetic standards of living. In contemporary time such image of France is changing. One of the results is disclosing of identification symbols associated with France among Russians. The survey is also revealed the measure of valuable of the French goods for consumer behaviour for the young peoples. 27 % of the respondents can not to identify the national symbols of France. According the opinion of the majority correspondents, Paris is not the capital of the current fashion. More than 80 % respondents do not want to live in France. The following results are connected with Russian perception and valuation of the list of the concrete food and non-food French goods. 72 % of young people recognize the traditional French food goods (cheese, chocolate, perfume, cognac, etc.). Furthermore, majority of young people have knowledge about the top-brands of the French origin. In the whole all consumer goods from France are rated as high quality products. However, the Russian young men and women prefer to buy cheaper, but no less quality from consumer goods from Russia, China, India, the EAEU’s countries than from France. The exception is 7 % of the young people who prefer to buy exclusive French food goods. More than 53 % of young people prefer to buy non-food goods (these are categories such as baby products, cosmetics, perfumes) of French origin because they think that the quality of these goods is higher than from the states of RIC (Russia, India, China) and EUEU. The results are illustration of the process of globalization in the Eurasian economical system when the traditional consumer good from one country (France) is changing on the analogue good from the home country (or closed economic partner-state). Author comes to conclusion that the goods from France are already beginning to lose their traditional symbolic meaning in the minds of the Russian youth. The paper contributes to our understanding of how symbolic meanings of the French goods are played out and changed in the consumer culture.
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