Year of Graduation
Сonsumer behavior of the Russian middle class market of paid medical services
The aim of the thesis is to analyze data on consumer behavior of representatives of the Russian middle class market of paid medical services , identifying trends in the development of this market , as well as identifying the main parameters characterizing the behavior of consumers in this market. Analyze how the behavioral practices of the middle class in the transition between the inner layers of the class. Using database RLMS and using analytical software packages «Microsoft Excel», «SPSS» were analyzing the available data. Also in the work have been described most significant research dedicated to analyzing the average office, analyzed the selection criteria of the middle class, which are most prevalent in the Soviet literature , as well are some of the characteristics of the medical services. The middle class was isolated from samples with the characteristics of the individuals using criteria such as the identity of income, level of income, education and profession. Using data on average earnings of the respondents, the entire class was further divided into 3 groups for a more detailed analysis of the behavior within groups. Analysis of consumer behavior was conducted using variables characterizing these types of health services, such as insurance , medical emergency , visit the doctor, dentist , treatment in health centers and dispensaries . These groups , though similar in many criteria , according to certain indicators have shown a variety of consumer habits. Gender obvious trend of increasing the proportion of the male population with increasing income. With all this reduces the overall amount spent on paid medical services . The higher income groups of the middle class , the less they spend on average assets for private medicine . The average cost of one respondent from the lower middle class is 3242.829 rubles, while the average middle 6231.946 rubles, and in the highest average 13640.51 rubles. Lower middle class has a high level of spending on paid honey . services exclusively through its mass , relatively high total cost is a consequence of more frequent doctor visits , and not the more expensive choice and quality services .It's safe to say that the transition from one group to another , the middle class changes its behavior in the market of paid medical services , changing it in many aspects , and this change depends on the individual characteristics of the person , such as gender, age or marital status .