Marketing aspects of the pseudo-leisure consumption and the quality of life: a case study from Kazakhstan

A. Shevyakova1, N. Perova2, M. Asanova2, S. Polevoy2
1. LLP "RATIONAL SOLUTION" (Karaganda, Republic of Kazakhstan)
2. Karaganda State University (Karaganda, Republic of Kazakhstan)
419 - 438
Cite as:
Shevyakova, A., Perova, N., Asanova, M., & Polevoy, S. (2018). Marketing aspects of the pseudo-leisure consumption and the quality of life: a case study from Kazakhstan. Marketing and Management of Innovations, 1, 419-438.


Conspicuous pseudo-leisure consumption is a nowadays whip of modern post-Soviet societies, what was overcame by developed countries with a hard work. This phenomenon prevents for economical subjects to exist in balance with disposable level of incomes in boarders of unstable system of resource – oriented developing economies. The worst thing in this situation is not this phenomenon by itself, but an affliction attitude for it from the side of citizens and state in general. Sightless and incorrect following the traditions, which are perverted with modern realities, pushes people to unreasonable consumption of leisure goods and this fact makes them “hunted” into some credit regards and future adversities. This problem is related to a small experience of citizens in these states about living in immature capitalistic society and Kazakhstan is not an exception as well. However, if republic takes course for moving into the tops of mostly developed world counties, it will be necessary to adopt them a habit to move for a wealth and prosperity, as fast as it possible, because such approach is based on the principals of developed states in aspect of quality of living. For realization of this point it is very important to keep a high level of consumption culture, prevent its negative exertions in aspect of consumption of different imported goods, what pushes population into banking debts. This fact spoils all indexes of living qualities and total situation in financial sphere of state’s life, what explodes by decreasing confidence of banks to unreasonable and unreliable subjects for potential lending.


pseudo-leisure consumption, marketing, economy, Kazakhstan, traditional phenomenon, OECD, quality of living, marriage ceremonies

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