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Fomina E.N. [Why and who needs loans: value orientations of credit product consumers] World of Science. Series: Sociology, Philology, Cultural Studies, 2018, Vol. 9, No. 1. Available at: https://sfk-mn.ru/PDF/07SCSK218.pdf (in Russian).

Why and who needs loans: value orientations of credit product consumers

Fomina Ekaterina Nikolaevna
Nosov Magnitogorsk stat technical university, Magnitogorsk, Russia
E-mail: fomina.ekaterina998@yandex.ru

Abstract. The author presents the results of an empirical study of the main social characteristics of credit consumers and their value orientations. The article attempts to understand the reasons that lead people to accept credit obligations.

To date, loans are considered an excellent substitute for savings and loans, from individuals, for others it is a «lifeline» due to which they can afford expensive goods and services, in conditions of low wages and lack of savings. As a consequence, the demand for loans is increasing. The higher the demand for credit, the more different scientists begin to be interested in credit behavior, the characteristics of consumers of credit products.

The article presents the results of a study whose purpose was to investigate the value characteristics of consumers of goods and services. The study involved 40 people, whose average age was 38.5 years, to study the value characteristics of consumers of credit products, the authors were based on the results of the motivational questionnaire, the test «Smyslozhiznennye orientation» D.A. Leontyev and the test «Value Orientations» by M. Rokich.

As a result of this study, the authors concluded that, based on the experimental sample, most often, women take loans, but it can be said with certainty that they purchase credit objects not only for personal use, but most of these products are purchased for general use the whole family. This conclusion confirms the results obtained from the test «Value Orientations» by M. Rokić, the values prevailing for the majority of respondents are: specific values, personal values, values of communication, altruistic values and values of acceptance of others.

The conclusions drawn allow us to state that respondents who assume credit obligations, in the overwhelming majority of cases, do this not for themselves but for their relatives and friends: they try to provide them with new quality clothing, and sometimes with food, improve living conditions, give education for children, organize an anniversary of parents, members of their families, to be able to invite guests and please their relatives and friends. These are people who are able to act at the expense of their own interests, providing additional opportunities and comfortable living conditions for those they love.

Keywords: credit; consumers; credit product; value orientations; values

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