Trends in consumer behavior of income group of households in Russia

The article investigates the consumer behavior of households in Russia. The theoretical surveys of economists have been analyzed regarding the mechanisms of the reproductive process and the significance of each stage in it. The leadership of production is noted, which corresponds to the Marxist concept. However, the marginalist, Keynesian and institutional approaches made the nuances in the movement of reproduction. According to them, not only production is affected by effective reproduction, but also other factors, including budgetary opportunities, limiting needs, reducing purchasing activity for primary necessity in favor of high -quality and expensive goods; Expectations, orientation to others, imitation. Among the population, the ideology of the consumption of goods emphasizing the status, success, demonstrating prosperity and prestige, was identified. Statistical and graphic analyzes of consumer expenses for decal profitable groups of the population showed differentiation in consumption. A sharp difference between groups in the consumption of food and soft drinks, as well as in the purchase of vehicles, was noted. This circumstance is explained by the difference in income level, insufficient volumes of domestic production, low degree of competition, high prices. The purchase of vehicles among the wealthy layers of the population is associated with their ostentatious consumption, the influence of the social environment.