Abstract

In an environment of social and income inequality, the nature of individual consumer behavior gives the opportunity to show their membership in a particular social system. Consumption is not the only criterion of social status. Consumer behavior is a demonstration of membership of a particular social group and identifies it with a certain system of cultural values. The article is an attempt to study consumer behavior logic of the individual as a manifestation of his personality and individual tastes indicator. This analysis makes it possible explanation latent market trends, the specific intra social differentiation. Since consumer practices of markers, vintage products or brand preferences are formed not only reflect cultural style, but also actively involved in their design. Consumer behavior is heavily oriented toward obtaining pleasure and demonstration of their social status. Consumer behavior is characteristic at all stages of social development. In the Soviet period, for example, consumer behavior had some qualitative and quantitative characteristics that distinguish it from consumption in modern society. In today’s «consumer society» people are trying to meet their created in dreams and desires warmed advertising. In today’s world because of the rapid development of the advertising market, the bar consumption is relatively high. However, for the vast majority of ukrainian, due to the current economic situation, the material level of households deteriorated and is reflected on the ukrainian consumer practices.