Rationalizing consumer behavior in the era of the pandemic

The Study of consumer behavior began to pay attention in Western countries in the middle of the twentieth century. This was due to the recovery from the economic crisis and the beginning of the economic recovery. Various works by institutionalists have raised questions about the reasonableness and rationalization of consumer behavior. At the present stage, product manufacturers and merchants are beginning to be interested not just in the motives of consumers, but also in the reasons for their purchases. However, all these theoretical and methodological studies are limited in application in the context of the development of the pandemic. The coronavirus pandemic and a number of socio-cultural factors that have occurred in recent years in our country have provoked a redistribution of income between high-margin offline and low-margin online baskets, thereby causing the necessary transformations both in the sphere of farming and management. Approaches to consumer behavior research will be discussed in this article.