Table 4 – Assessment of appeal of characteristics of good, polyvariant question, % of respondents

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Value: Whether it is important for you:

Important, %

Not so important,%

It doesn't matter, %

High quality of good

The good have to be fashionable

Low price of good

Optimum ratio of the price and quality

The good were pleasant to you

The good were import production

The good had something special

The good were made by well-known company

The good made an impression on your environment

Such qualities as low price of goods, its accordance to the fashion and features are to a lesser extent important. Inessential characteristics of goods for students are the import goods origin and popularity of brand.

Young people are more pretentious, than girls; for such characteristics as high quality of goods (90% of young men and 85% of girls consider this as an important characteristic) and popularity of brand, (it is obviously important for 17% of young people and 12% of girls). For girls more important qualities are compliance to fashion (girls have 46% and 38 at young men), an optimal ratio of the price and quality (88% and 77% correspondingly) that the goods had something special (49% and 32%) and impressing the people around (30% and 22%).

Clarification of connections between attraction of goods and the direction of education removed the following distinctions. Requirements to the quality are the highest among students of the natural-science direction (and, for example, 85% engineering students have 90%). The same connection is shown concerning the low price of goods (30% of science students consider important and 20% – humanitarian students). In addition, they perceive meaning in accordance with fashion less (as important this characteristic was recognized by 30% of group against 50% a humanitarian profile). The same about import origin (it is not important – 61% of this group and only 44% – groups of the humanitarian course) and popularity of brand (it is not important – 44% and 32% in group of social and economic orientation). Also, it is about estimating features of goods (not important – 25% and only 6% are at "economists") and the impression which the good makes on surroundings (not important – 33% and 20% – engineering students). Such disposition of answers in group of natural-science orientation demonstrates higher representation of economical model of consumption.

CONCLUSION

Apparently, from the collected data, most of students chose rational consumption pattern. However, as well as at assessment of motives of acquisition of things, also elements of others are observed: conspicuous and responsible models.

Results of the research allow drawing a conclusion that consumption for students is at the same time material practice, and the way of self-expression. The youth is subject to valuable ref-erence points in consumption. On the one hand, the analysis of results of survey demonstrates that in students’ idea the functionality is the important motivation of acquisition things; on the other hand, the motivation of consumption concerns the practice of self-affirmation through con-sumer behavior. Consumption is considered as the sphere of socialization, outlook formation. Therefore, the culture of consumption shows meaningful orientations; "nucleus" of identity.

The Russian students of the 21st century live in consumer society. Influence formation of values of this social and age group as universal factors (globalization, computerization, the in-volvement of the consumer into symbolical communication) [4], and the processes, specific to Rus-sia, connected with features of culture, including the culture of consumption.

The social environment through institutes of culture constructs certain styles of consump-tion because of values of this or that social group. Therefore, on the one hand, in the student's environment there are certain consumer standards, which define priorities in consumer behavior of young. On the other hand – young people participate in formation of culture of consumption, making choice.

In the culture of consumption, communication between personal characteristics and per-sonal property is shown: personal belongings do self-presentation and identify people [5, p. 275]. Consuming, the person designs idea of himself, his lifestyle and social space around in general.

REFERENCES

1. Narkhova E.N. (2006). Kul'tura potrebleniya rossijskih studentov [Culture of consumption of modern Russian students. Abstract of the thesis of the candidate of sociological sciences]. Ekaterinburg, Ural State University, 24 p. (In Russ.)

2. Fromm E. To have or be. M.: «AST», 2000. (In Russ. and Eng).

3. Baudrillard J. Consumer society. His myths and structures / Ge. Baudrillard. – Moscow: Republic; Cultural revolution. – 2006. – 269 p. (In Russ. and Eng).

4. Lisauskene M. V. (2006). Pokolenie Next - pragmatichnye perfekcionisty ili romantiki potrebleniya [Generation of Next – pragmatic perfectionists or romantics of consumption]. In: Sociological researches, No. 4, pp. 111-115. (In Russ.)

5. Furnham A. (2001). Personality and social behaviou. St. Petersburg, Piter publishing house, 360 p. (In Russ. and Eng).

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