TRANSFORMATION OF CONSUMER BEHAVIOR: NEW CHALLENGES

Abstract

The subject of the study was the new challenges faced by consumers in the modern Russian economy. Challenges transform the economic behavior of buyers, who, through the acquisition of certain goods, send signals to the manufacturer what, in what quantity, how and for whom to produce. Consumer behavior plays an important role, both from a microeconomics and macroeconomics perspective. The consumer's decision regarding the relationship between the consumed and saved parts of income acts as a factor of economic growth and as a problem of intertemporal choice of households. The work focused on the study of types of consumer behavior, as well as factors influencing consumer decision making. The basis for the study was the methodology of behavioral economics. The proposed segmentation of consumer types by behavioral characteristics can be used in the development and improvement of targeted tools for stimulating demand, both by the state and organizations. A revision of the current income tax scale is proposed as one of the tools for targeted influence on consumers by the state.