Aspects of studying consumer behavior in the conditions of retail innovation

The article discusses technological changes in retail trade that contribute to a change in consumer behavior and entail changes in the strategic approaches of communication, pricing and distribution policies. Universal digitalization at different levels and the influence of global markets was marked not only by the transition of our country to the use of innovative technologies. The economic recession and general recession in the economy provoked new behavioral characteristics of Russians. Of course, the desire to save money, while choosing the highest quality product with the best consumer properties, are important criteria for decision-making by consumers. Consumers, wanting to diversify their impressions and consumer emotions, integrate them with the need to make their rational choice.