Economic Behavior of the Ural Students in the Context of Growing Consumer Claims

Abstract

The thematic justification is provided by the fact, that together with transition toward
market economy in Russia there appeared a definite rupture between theoretical
developments of a phenomenon “economic behavior” by the economists and applied,
empiric knowledge achieved as a result of numerous social surveys, that leads to a
diffusion of social knowledge and the criteria of social analysis of economic life of the
society. The objective of the article is an analysis of social economic factors, value
orientations, motives and purposes of economic behavior of modern Russian young
people in the main spheres of their vital activity, i.e. production, family and domestic,
social, cultural and political spheres. The defining methods of investigation are social
surveys and formalized interviews, that allow to find out predominant life purposes,
value orientations, motives of behavior and actions of young people in the process of
their everyday activity within the boundaries of four social institutions of the society: a
parents’ family, a school, an institution of higher education, a plant. In the article we
analyze the main social economic contradictions following ontogenetic growing-up
and social and vocational socialization of young people (pupils, students, young
specialists) in the conditions of the Ural cities, towns and villages. We show a discord
between value orientations to the production labor and too high customer claims of
students. The achieved substantiations of the principles of project realization
concerning creation and transforming of regional youth politics in a whole, and
educational politics, in particular, can provide increasing of effectiveness of a real
investment of the youth into forward development of Russian social medium.