Doneck, Ukraine
Russian Federation
Donetsk, Russian Federation
The authors discuss the conspicuous consumption of affordable luxury goods. A correlation and regression analysis of the impact of macroeconomic factors (sanctions imposed by Western countries in 2022) on iPhone consumer demand among residents of Russian Federation regions was carried out. Correlation relationships were revealed between the number of requests in the Yandex search engine for the iPhone purchase and socio-economic indicators (average per capita income and the number of unemployed) and the number of issued personal loans. It has been concluded that conspicuous consumption of affordable luxury goods by representatives of working and lower-middle classes leads to increase in household debt load for this cluster of Russian consumers.
affordable luxury, conspicuous consumption, brand, iPhone, demand, personal loan
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