Consumer Demand Studies in the USSR in Late 1960s

Consumer Demand Studies in the USSR in Late 1960s

Tverdykova E.D.

Dr. Sci. (Hist.), Assoc. Prof., Frof., Saint Petersburg State University, Saint Petersburg, Russia

ID of the Article:

For citation:

Tverdykova E.D. Consumer Demand Studies in the USSR in Late 1960s. Sotsiologicheskie issledovaniya [Sociological Studies]. 2019. No 8. P. 124-132


Research of consumer practices of the Soviet citizens in 1960s is covered in the article. Main institution engaged in studying this problem was the All-Union institute on studying population demand for consumer goods and trade environment. Data are provided on Soviet customers preferences when choosing a summer dress, perfumery, jewelry. The author disproves some historians’ opinion according to which studying of consumer behavior of citizens, advertising and promotion of goods were considered ideologically alien for planned economy in the USSR. Scholarly projects of the Institute were aimed at analyzing psychological and emotional factors influencing decision making re. purchase; formulation of research tasks and their practical realization kept steps with the level of world scholarship. Article is written on the basis of archival documents of the Russian State Archive of Economy and academic works of staff of the Institute publishing results of research. These materials are introduced for academic use.

Soviet customers; motivation; consumption; demand; trade environment


Cirel' S.V. (2004) The Market Economy and the Types of Consumption. Ekonomicheskij vestnik Rostovskogo gosudarstvennogo universiteta [Terra Economicus]. No. 2. Vol. 1: 45–58. (In Russ.)

Foks K.A., Saginova O.V., Skorobogatyh I.I. (2005). The Soviet Evolution of Marketing Thought: from Marx to Marketing. Marketing i marketingovye issledovaniya [Marketing and Market Research]. No. 4: 18–35. (In Russ.)

Kornai Ya. (1990) Economics of Shortage. Moscow: Nauka. (In Russ.)

Krutikov F.A. (1968) Purpose and Scope of the Demand in the USSR. In: Studying of Demand and Environment of Trade: Materials of a Republican Seminar. Riga: VNIIKS: 21–28. (In Russ.)

Mizes L. (1993) Bureaucracy. Planned Chaos. Anti-capitalist Mentality. Moscow: Delo. (In Russ.)

Solov'ev B.A. (1974) Modern Trends in the Population's Demand for Consumer Goods. Gosudarstvennaya torgovlya. Obzornaya informatsiya. Seriya «Izuchenie kon’junktury torgovli i sprosa naseleniya na tovary narodnogo potrebleniya» [State Trade. Survey Information. Series «Studying of an Environment of Trade and Demand of the Population for Consumer Goods»]. Iss. 1: 1–38. (In Russ.)

Trahtenberg G. (1967) Some Research Questions the Assortment Structure of Demand Methodology. In: Use of Methods of Studying of Consumer Demand for Needs of Advance Planning: Materials of the International Conference. Moscow: VNIIKS: 27–52. (In Russ.)

Trofimov A.V., Klinova M.A. (2014) «Soviet Consumer» in the Domestic Humanitarian Discourse 1950– 1980s. Izvestija Uralskogo gosudarstvennogo universiteta [Journal of the Ural State University of Economics]. No. 4: 107–113. (In Russ.)

Zaharova L.V. (2007) Soviet Fashion 1950–60s: Politics, Economy, Daily Life. Teoriya mody. Odezhda. Telo. Kul'tura [Fashion Theory. The Journal of Dress, Body & Culture]. No. 3: 55–80. (In Russ.)

Zhilina L.N., Frolova N.T. (1969) Problems of Consumption and Education of the Person. Moscow: Mysl'. (In Russ.)

Content No 8, 2019