Consumer behavior features of youth in uzbekistan and the main factors that changed it

Metods and Materials
The methods of analysis, generalization, comparison, historical, logical are used in the research. The principles of objectivity and systematization were also followed in interpreting the data.


Discussion and Rezults
The consumer behavior of youth will have different meanings according to the characteristics of the country and the period they live in. Nevertheless, it is possible to express the common features that constitute the content of consumer behavior in youth. These characteristics are related to specific attributes in the spiritual image of youth. In our opinion, the content of youth consumer behavior includes the following key features:
First, consumer behavior of youth is a phenomenon in the process of formation. Consequently, their consumer preferences, needs, level of interest in this or that product are variable. Over time, the characteristics of consumer behavior of youth become different under the influence of various objective conditions and subjective factors.
Second, the consumer position of youth is unstable. Their efforts to satisfy their own desires, needs and interests, to improve their personal living conditions in accordance with certain ideals are of a temporary nature. Therefore, they are in a hurry to consume one set of products today, another - tomorrow, one type of products today, another - tomorrow.
Third, the principles that youth follow when choosing consumer products will change. Let’s say guys and girls sometimes choose a product based on its quality, in another situation it depends on its popularity, in a third case it depends on how it is consumed by a particular pop star. The principles of selection of consumer products will also change in response to the needs of the situation. The formation of strict consumption principles occurs at other stages of life.
Fourth, youth consumer behavior is maximalist in nature. It is well known that maximalism is understood as the excess of demands and views, dreams and aspirations, detached from reality. The youth approach the process of choosing products and services and consuming them in terms of these requirements. They recognize a product or service that does not fit into their desires in the slightest, as something of poor quality that does not meet customer requirements.
Fifth, youth prefer a skeptical approach to consumer behavior. In other words, youth ironically receive information about the quality, the main features of different products and services. They do not believe that their age parameters and quality can be accurately mentioned in product labels and advertisements. This makes it difficult for them to get used to using products and services that they do not accept.
Sixth, the tendency of youth to innovate is also reflected in their consumer behavior. For this reason, as soon as a new form, type or variety of a product enters the consumer market, their first buyers will be young people.
Despite the fact that young people living in different countries and periods have common characteristics for consumer behavior, boy and girl consumer behavior manifests itself in different forms. These forms can be classified according to the following criteria:
a) the environment and situation in the family of the youth. It is known that the family environment is an integral part of the social environment, the nature of the relationship between husband and wife in the family, parents and children, children. The consumer behavior of the youth brought up in a healthy family environment is very different from the behavior of their peers growing up in an unhealthy environment.
b) the social status and role of youth in society. There is also a difference in the needs of young men and women with different social status who play different social roles, in products and services, in the range of products they value, and in their aspirations to have them. As the social status and role of young people in society changes, so does their form of consumer behavior;
c) education and occupation of youth. As the level of education and careers of young people changes, the composition of the products and services they consume will also change radically. For example, the products and services that a young man and woman with higher education value and consume are different from the products and services that their peers with secondary education choose;
g) lifestyle of the youth. Youth with different lifestyles, the nature of all and cultural tendencies, habits and skills value different products and services, pursue different consumer goals. Products that are important to a guy or girl who is accustomed to a certain lifestyle may not be absolutely relevant to a guy or girl who is used to another lifestyle, it may not be of any interest.
If we think about the youth of Uzbekistan, the above-mentioned features are also characteristic of young men and women living in our country. However, today a number of trends and factors have emerged in our country under the influence of which the consumer behavior of young people is changing radically. In particular, the following processes that have taken place and are taking place in our country have affected the nature of consumer behavior of youth:
1. The process of Uzbekistan's accession to the world community. Thanks to independence the doors of world civilization which had been closed during the Soviet era were opened. In a short period of time, our country has become an integral part of the international community and the global financial and economic market. Cooperation with the world community is one of the main features of our state policy. With this in mind, the Head of our state said: "We will continue our fruitful cooperation with all foreign countries and the world community" [10, p.16].
The fact that Uzbekistan has become an integral part of the world community is evident in the expansion of the country's foreign economic relations. Due to the intensification of such relations, the number of free economic zones in our country is growing. For example, in 2016 alone, free economic zones like “Urgut”, “Gijduvon”, “Kokand”, “Hazarasp” were established in Uzbekistan [11, p.261]. The growing share of foreign direct investment in these zones also indicates the effectiveness of foreign economic relations.
Of course, it is not right to look for the facts that show that Uzbekistan is becoming an integral part of the world community in the purely economic sphere. Many processes and trends in the spiritual and cultural sphere testify to this. For example, the intensification of international cooperation in the field of science shows that our country occupies a worthy place in the world community. "Currently, there are more than 300 research institutions, universities, research and development organizations, research and production enterprises, small innovation centers and other scientific and technical structures in the country" [9, p.168].
Over the past three years, at the initiative of the head of state, all of them have been involved in international scientific cooperation.
As our country has become an integral part of the world community the features, processes and trends inherent in world civilization have begun to enter Uzbekistan. For example, the patterns of behavior typical of Western countries, in particular, the types of consumer behavior, consumer psyche and values, have entered Uzbekistan. In this way, elements of a modern consumer mood emerged in the life of the Uzbek nation which "strives to achieve the highest peaks of social and cultural development and strives for this goal" [5, p.83].
2. Economic growth in Uzbekistan during the years of independence. The economic growth that has taken place in our country during the years of independence is one of the most important factors influencing the consumer behavior of our youth. From the first years of independence the economic reforms carried out under I.Karimov's leadership on the basis of a rational model have yielded significant results. At the initiative of President Sh. Mirziyoyev, the development and implementation of the Action Strategy for the five priority areas of development of the Republic of Uzbekistan for 2017-2021 has given a stable character to economic growth. Thus, during the years of Soviet rule, the one-sided economy which was highly centralized, mainly focused on the supply of raw materials, was abolished and the path of innovative economic development was introduced. By the beginning of the new century, Uzbekistan has become one of the most advanced countries in the CIS in terms of GDP growth. Even in the years of the global financial and economic crisis, the trend of economic growth in Uzbekistan has been maintained. For example, in 2011 "industrial production grew at a steady pace of 6.3 percent, agricultural production by 6.6 percent, retail trade turnover by 16.4 percent and paid services to the population by 16.1 percent." [4] As a result of the Action Strategy for the five priority areas of development of the Republic of Uzbekistan for 2017-2021, economic growth in our country has become a trend. In particular, according to the State Statistics Committee of the Republic of Uzbekistan, in 2018 the gross domestic product of the Republic of Uzbekistan amounted to 407514.5 billion soums, an increase over 2017 by 5.1%. The growth rates of economic activity by type of economic activity were 0.3% in agriculture, forestry and fisheries, 10.6% in industry, 9.9% in construction, 4.4% in trade, housing and catering services, transportation and storage, information and in the communications sector - 6.3%, in other services - 5.4%. [17] The fact that the state budget is executed with a constant surplus is also a sign of economic growth in the country.
Economic growth has led to a steady increase in real incomes. Indeed, during the years of independence the growth of real incomes of the population has become a trend. In particular, in 2000-2004 the real income of the population increased by 210.0%, [7, p.108] in 2011 - by 23.1%, and in 2018 - by 12.0%. [19]. As a result, the living standards of young men and women and the families in which they live have changed radically, and the composition of the products consumed by young people has taken on a new dimension. In the first years of independence, the bulk of youth income was spent on food and clothing, but gradually the share of expenditures on housing, household appliances, especially household appliances began to increase.
The increase in the purchase of home appliances is particularly noteworthy. The growing demand for them requires the expansion of production. In particular, in 2018, 70,000 refrigerators, 160,000 LED TVs, more than 100,000 automatic and semi-automatic washing machines, 65,200 air conditioners, more than 530,000 mobile phones, 140,000 vacuum cleaners and 165,000 different kitchens will be sold under the Artel brand alone, home appliances were supplied. [8, p.14] Such production rates are allowing more and more families, youth living in them, to be provided with household appliances every year. Thanks to it, today 94% of families in the country use refrigerators, 84% - kitchen appliances, 63% - washing machines, more than half of them use computers, vacuum cleaners and microwave ovens, and one third of them use air conditioners [8, p.14].
3. The unprecedented development of the media has been one of the powerful factors that led to a change in consumer behavior among young people. During the years of independence, a solid legal framework has been created in our country which serves the rapid development of the media. In particular, in the post-independence period, "about 10 pieces of legislation have been adopted aimed at the free and rapid development of the media, ensuring the effective functioning of the information sphere" [6]. Also, on August 10, 2017, the Decree of the President of the Republic of Uzbekistan "On measures to further improve the activities of the Creative Union of Journalists of Uzbekistan", on August 11, 2017, the Decree of the President of the Republic of Uzbekistan "On further improvement of governance in the press and information" The adoption of the Resolution of the President of the Republic of Uzbekistan "On further improving the activities of the Press and Information Agency of Uzbekistan" on August 1, 2010 raised the radical reforms in the field to a new level. Due to the emergence of such an approach to the media, the number of media outlets in our country has been steadily growing during the years of independence. "In particular, compared to 1991, the number of media outlets today has increased by 3.5 times, the number of newspapers - by 2.5 times, the number of magazines - by 3.5 times. 64% of the total number of media outlets are non-governmental organizations. At present, the media publishes and broadcasts programs in 17 languages ​​of the nations and ethnic groups living in Uzbekistan” [13].
However, in the process of media development, the rate of qualitative change lags behind the rate of quantitative change. In particular, the materials produced in many newspapers are not only of poor quality, but also do not encourage the reader to think, to encourage him to consume. These newspapers are based on the principles of the so-called "yellow press" in the world. Newspapers are also "specializing" in encouraging the consumption of certain types of products and services. For example, the Darakchi newspaper is full of advertisements for medical services and medicines under various headings. The 17th issue of the newspaper, published on April 25, 2019 alone, features 21 articles dedicated to the advertising of medical services and medicines. [3] The Bekajon newspaper also includes recipes for various dishes. Let's say that in one issue there are recipes for cooking chicken with fresh potatoes, making glazed vinegar, delicious cooking of meat. [1, p.54] The organization of the activities of the media from such a position makes them a means of consumption, not a means of spiritual upliftment of youth.
4. The same trend can be observed in foreign works of literature and art, feature films on television. In recent years, there has been an increase in shows with a primitive plot, dedicated to the praise and showcase of different products, the demonstration of eating in different kitchens. This is especially true on private TV channels. As a result, today's television is not able to fully perform its educational functions. Instead, it is becoming a means of entertaining and encouraging people to consume.
The Internet has also become a powerful channel for spreading ideas that glorify consumers. This was due, first of all, to the development of information technologies and the expansion of opportunities for their use. In particular, the level of information technology provision of enterprises and organizations, educational institutions and cultural institutions is growing from year to year. In addition, the use of personal computers by youth is also becoming commonplace. For example, according to the State Statistics Committee, in 2017, the number of personal computers per 100 households was 50. [21] Second, there is a growing number of businesses that have access to the Internet. In particular, in 2010 there were 950 such entities, [2, p.54] and today their number has exceeded a thousand. Third, the number of Internet users has increased. According to the Ministry of Information Technologies and Communications of the Republic of Uzbekistan, by 2018 the number of Internet users in the country amounted to 20 million people. [20] As a result, every year more young men and women are able to not only raise their cultural level, keep abreast of scientific achievements, but also learn about various products and services by downloading information on their computers or disks. This situation, of course, leaves its mark on the consumer behavior of young people.
Increase of attention. Literary and artistic works made in Western countries, various feature films play a significant role in inculcating in the minds of youth the consumer behavior typical of developed countries. There are a number of factors that have led to increased attention to such works. First, after the social event known as the socialist revolution, first in literature and art, and then in the world of cinema, a style called socialist realism was established. Socialist realism sought to analyze events in the context of communist ideology, seeking to inculcate in the minds of the people the values ​​associated with socialism. During the years of Soviet rule, only works of literature and art written from the standpoint of socialist realism began to be considered authentic. Maxim Gorky, Nikolai Ostrovsky, Alexander Serafimovich, Konstantin Simonov, Mikhail Sholokhov, Alexander Fadeev and others in literature, Evgenia Antipova, Isaak Brodsky, Alexander Gerasimov, Sergey Osipov Sergei Gerasimov in arts and graphics, the works of Vera Mukhina, Nikolai Tomsky, Evgeny Vuchetich, Sergei Konyonkov and others in sculpture deserve attention and recognition. By the end of the twentieth century socialist realism was in crisis, losing its populism. People, especially young people, began to look for works that were alternatives to the works of socialist realism, to aspire to them.
Second, the abolition of censorship, thanks to Uzbekistan's independence has radically changed the world of literature, art and cinema as well as various spheres of society's spiritual life. The Constitution of the Republic of Uzbekistan stipulates that censorship is not allowed [18, p.21]. As a result, it became possible to get acquainted with the works and paintings of many writers, poets, artists, directors and painters of the world, which have been banned for many years. Of course, for whatever reason, many foreign works of literature and art that have entered our country since the end of the last century have served to enrich our national thinking. Such works include the works of Alexander Solzhenitsyn, Franz Kafka, Albert Camus and dozens of other thinkers like S. Parajanov, A. Tarkovsky, F. Chellini, T. Kitano, and other directors. However, among the masterpieces of literature and art, there are examples of "literature and art" from abroad, which usually have a primitive plot and promote irrational consumer behavior. For example, books published under the heading "Black Cat" by the Moscow publishing house "Exmo", feature films made in some Hollywood film studios, photos and cartoons drawn in editorial offices such as "Charles Ebdo". Almost all of these examples aim not to enrich the spiritual world of the youth, but to teach them not to be bored, to satisfy their hedonistic needs, to encourage consumption, to use the mind to satisfy their hunger in this way. However, the main task of works of literature and art should be to raise the spiritual image of the youth. For example, “the book is very different from other goods - it is a source of culture and has an important social significance for the development of society. The book is the basis of knowledge and education for man, a treasure that enhances his aesthetic and spiritual development [16, p.120]. That is why the Head of our state pays special attention to the development of reading and publishing. In particular, on January 12, 2017, the Decree of the President of the Republic of Uzbekistan "On the development of the system of printing and distribution of books, the establishment of a commission to promote and promote the culture of reading and reading" was adopted.
5. Transformation of products of spiritual culture into consumer and commercial products. At a time when the material primate is flourishing in the world, elements of spiritual culture are also becoming commercial in our country. In this regard, we are repeating the mistakes of Western civilization. In Western countries works of literature and art have already become commercial products. The real purpose of producing these products has been to make a profit. Companies, centers, studios, publishing houses, which produce various films, cartoons, works of art, works of art, etc., according to the criteria of profitability, seek to make money from them, on the one hand, have become a powerful industry, on the other hand. The main income of the products of spiritual culture is concentrated in these centers. According to the data, 13-15% of the profits from the sale of paintings go to the artist, and the remaining 85% will remain at the disposal of the industry, which has turned the industry into a source of income [14, p.11]. For the same reason, the representatives of this industry are interested in bringing to the consumer market only literary and artistic products worth selling. Under the influence of such an approach, the formula “what cannot be bought is not art” has become prevalent in the West [12, p.3].
Unfortunately, the buds of such an approach are emerging in our country as well. It has become commonplace that the book markets are dominated by light, commercial "works of art," most musical works are adapted for weddings and hashes, feature films are produced based on income, and songs that fit the "format" are placed on the radio. For example, in pop art, it is becoming a trend to present songs that are intended to be performed at concerts and earn money, rather than the original masterpieces. In this regard, even copying is working. Ahmad Zahir's song "Bevafo yoram" and Sayyora Qazieva's "Oh, my youth", Rafet el Roman's song "Yalanci sahidim" and Nilufar Usmonova's "Flying girl", Yuri Shatunov's song "A pomnish ..." and Alisher Fayz's "Goodbye", Sergey Lazarev's "Zachem pridumali lyubov?" and Parizod's song "Bardashim" are of the above sort [15, p.24].
Such an approach to the products of spiritual culture has a drastic negative impact on the consumer behavior of the youth. As a result of these processes, young people are getting used to accept books, movies and pictures as consumer goods.