Synopsis: Life values – this is the most stable, important beliefs. Their everyday presence saves consumers because, being in front of "life counters" and being forced (due to limited budget) to choose one variant behavior of the many possible ones and not go crazy, the consumer must rely on a reliable platform inside himself, and to assess, put event, product, product in some system of coordinates. Values always appear as a scale, which has two opposite poles. With the help of this scale man structures the world around him. As a result, the person forms in his consciousness a kind of classifier, which is a fairly reliable regulator of behavior. But the hierarchy of values in different social strata and subcultures is not the same: people perceive differently the same scale, in which there is “right-wrong, good-bad”.
Evgeny Boychenko is a Marketing and Communications consultant since 1999 and presently he is the General Director of the UFK Company. He executed successful projects for major Russian companies related to the development of marketing platforms - VTB bank, Kristall, The Central Bank of the Russian Federation etc.
He conducted extensive researches of consumer preferences for both business and public structures.
Since 2002, he has been lecturing on marketing and communications in the prestigious Russian universities - Academy of National Economy under the Russian Government; State University of Economics, School of Public Administration at the Moscow State University; Moscow International Business Higher School "MIRBIS".
Professor and author of "Consumer Behavior" textbook for MBA programs. Since 2007 he is the Head of MBA Marketing Institute "MIRBIS". This particular MBA program is considered the most prestigious program for training managers with specialization "Marketing" in Russia. This work he combines with the practice of a consultant. He is amongst the top five best teachers in disciplines of marketing.
He is married and has two sons, enjoys yoga.
