Transformation of the consumption paradigm in modern Russian society

Abstract

The purpose of this study was to identify the main trends in the transformation of consumer preferences of Russians, which have recently been largely associated with the pandemic situation inside the country, the unprecedented influence of exogenous and endogenous factors, sanctions pressure, with the departure of more "brands" from the Russian market. All this together has radically affected consumer preferences. The object of the study is the consumer dominants of Russians' choice. The subject is current trends in changing preferences due to external and internal factors, as well as the attitude towards them on the part of Russian consumers of goods and services. The pandemic has made significant changes not only in the socio-economic situation in the country, but also significantly affected consumer choice. Not only the preferences themselves have changed, but also the method /structure of purchasing goods. To a large extent, "purchases" have moved to the Internet. Having failed to adapt to the "tough" conditions of "purchasing goods remotely", the Russian consumer faced significant changes in the domestic market of goods and services caused by sanctions from foreign manufacturers, partial or complete withdrawal of "familiar" brands. Changes in the socio-economic situation, the level of income of citizens, consumer confidence, credit confidence largely determine the behavior of the domestic consumer today. In the article, the authors use analytical approaches and statistical methods of comparison based on the analysis of secondary and obtaining primary data on the studied problem. The uniqueness of the study lies in the fact that the current situation is "non-standard" for the domestic market, when economic and social problems are caused not only by crisis phenomena, but also by unprecedented negative behavior of foreign manufacturers, which have traditionally been represented on the domestic market. The data of the author's studies conducted before and during the Pandemic were used as primary information. They were associated with the study of the characteristics of consumer preferences. The results of the study can be practically significant for scientists, specialists, as well as researchers who study the consumer behavior of Russians.