Abstract
From the beginning of the global pandemic 2020 and by results of the 3-rd quarter 2021 COVID-19 has been the major factor influencing both customer behavior of Russian buyers and customer market, which is facing unprecedented measures affecting customer demand. The principle goal of the research is to assess the impact of pandemic consequences on Russian customer market, key retail players and cost of foods as the most significant attribute for decision-making in buying things. The authors study customer behavior patters in the aspect of deliberate consumption trends, green eco-agenda and healthy life style, which in view of restriction rise in the 4th quarter 2021 because of pandemic is extremely acute for Russian buyers. Within the frames of evaluation of commodity circulation sphere the segment of on-line trade was investigated, as it continuous its growth and rises its market share in the segment of Food and Non-Food. Apart from that the authors compared figures of buying foods in on-line and off-lines stores.
Highlights
From the beginning of the global pandemic 2020 and by results of the 3-rd quarter 2021 COVID-19 has been the major factor influencing both customer behavior of Russian buyers and customer market, which is facing unprecedented measures affecting customer demand
The principle goal of the research is to assess the impact of pandemic consequences on Russian customer market
because of pandemic is extremely acute for Russian buyers
Summary
В. Головизнин Российский экономический университет имени Г. С начала всемирной пандемии в марте 2020 г. И по результатам III квартала 2021 г. COVID-19 остается главным фактором, влияющим как на покупательное поведение российских потребителей, так и на потребительский рынок, который столкнулся с беспрецедентными мерами, сказывающимися на характере потребительского спроса. Основная цель данного исследования состоит в оценке влияния последствий пандемии на потребительский рынок России, ключевых игроков ретейла и на стоимость продуктов питания как важнейший атрибут при принятии решения о покупке. В рамках оценки сферы товарного обращения проведен анализ сегмента онлайн-торговли, продолжающего свой рост и увеличивающего свою долю на рынке как в сегменте Food, так и Non-Food. Авторами проведено сравнение по приобретению продуктов питания в магазинах онлайн- и офлайн-формата. Ключевые слова: ретейл, потребительский рынок, пандемия COVID-19, категорийный менеджмент
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