Consumer Behavior on the Book Market

Release:

2018, Vol. 2. №2

Title: 
Consumer Behavior on the Book Market


For citation: Akulich M. M., Ilyina I. V., Gubin S. S. 2018. “Consumer Behavior on the Book Market”. Siberian Socium, vol. 2, no 2, pp. 45-53. DOI: 10.21684/2587-8484-2018-2-2-45-53

About the authors:

Maria M. Akulich, Dr. Sci. (Soc.), Professor, Department of General and Economic Sociology, University of Tyumen; m.m.akulich@utmn.ru

Ilona V. Ilyina, Senior Lecturer, Department of General and Economic Sociology, University of Tyumen; i.v.ilina@utmn.ru

Sergey S. Gubin, Undergraduate Student, University of Tyumen; sergiuslips@gmail.com

Abstract:

The book market is now in a controversial situation: the number of book titles is of one hundred thousand for more than ten years, yet the publication circulation is rapidly falling. The book trade remains relatively stable, while retail sales are declining. Stability is mainly achieved by the book distributors’ strategy —increasing the prices. The problem for the study is the behavior of consumers in the book market and the factors that influence the choice of the book and its further purchase. Currently, there is not enough research on this subject. VTsIOM, Levada Center, and various magazines and journals about books (for example, “Book Industry”) conduct reading studies. The Federal Agency for Press and Mass Communications annually publishes an industry report with all necessary information on the book market, indicative statistics, mentioning also related studies. However, the situation with the purchase of books by consumers, particularly young people, remains insufficiently studied. The results of the study have shown that the young consumers get the necessary information about the book production mainly from social networks, or friends and acquaintances. Most consumers, when choosing a book, rely on its content, price, and availability. Demand for book production is declining due to the changing role of reading in the population’s leisure, high prices for books, and the ability to download books on the Internet (for young people, at least). The sociological research studying behavior of young consumers of the city of Tyumen was conducted by the method of questionnaire.

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