Transformation of consumer behavior in Russia under the conditions of the spread of the new coronavirus infection (COVID-19)

The article examines the trends in the transformation of consumer behavior in Russia in the context of the spread of the new coronavirus infection (COVID-19). The authors summarized and systematized empirical works by leading analytical agencies and participants in the retail trade in Russia. In particular, the specifics of the development of markets to a greater extent affected by the pandemic, the changes in the structure of the retail market, and the features of adaptation of individual players to new market conditions in the pandemic are considered. As the key trends in the consumer behavior change, the authors identified a revision of the value guidelines and priorities of consumers, namely, an orientation towards taking care of oneself and one's health, active involvement in the field of online commerce, and use of digital services, as well as paying more attention to their own shopping experience. The trends in the transformation of consumer behavior outlined in the paper require market participants to revise their marketing programs and tools, including in terms of the development of new products and services. In the conclusion, generalized recommendations are worded for companies in the Russian market regarding the development of marketing activities, taking into account the transformation of consumer behavior of target audiences.