Shopping for Clothes and Typology of Consumers in St. Petersburg
This paper is based on empirical observation and interviews conducted in St. Petersburg in 2010-2011. It suggests and discusses a typology of consumers based on their preferences of forms of retail trade, meaning of shopping and consumer practices related to shopping for clothes. Five types of consumers have been identified: advanced, squanderer, socialist, alternative (or creative) and conventional. Each type differs from others in terms of social and economic characteristics.