Culture of Consumption of Teenagers from Low-Income Families

The work is devoted to the study of the culture of consumption of adolescents from low-income families in the focus of the theory of consumer socialization. The aim of the study is to consider how the consumption culture of adolescents from low-income families is formed and reproduced through the process of their consumer socialization. The methods of the work are semi-structured interview and observation. For the analysis of data, the method of Grounded Theory is applied. As a result, it was revealed that the main consumer orientations of adolescents are global sports brands, as well as subcultural brands. Global brands perform an integrative function, while subcultural brands perform a differentiating function. In addition, the influence of socialization agents such as friends and parents was considered. Friends have a greater impact on adolescents in relation to branded things than parents. The basic knowledge about brands the subject of consumer socialization receives from friends. The study also presents a number of strategies that adolescents use to achieve their consumer orientations. For example, combined strategies, which include the use of social networks, visiting flea markets and resale of things