Impact of economic sanctions on russian consumers

Abstract

The formation of a new geopolitical order and, as a consequence, changes in economic contexts, presupposes the transformation of consumer behavior. In connection with this, many problems arise, both managerial and marketing in nature. In the situation of import substitution, there is a need to study changes in the structure of consumption. A study of consumers was conducted to assess the readiness to purchase domestic substitute goods. The purpose of the work is to identify the degree of influence of sanctions on Russian consumers and to assess the readiness to purchase domestic substitute goods. The study was conducted by the method of questionnaire survey on the territory of the Kostroma region. The study involved consumers from 18 to 50 years old, belonging to diff erent social groups both in terms of income and occupation. The following has been established: the shortage of goods in general is not felt by consumers, the opinions of consumers regarding the preservation of loyalty and commitment to foreign goods are divided equally, while a certain part would prefer to change preferences in favor of a similar domestic product, a positive or neutral attitude of consumers to domestic goods and services prevails, the vast majority of respondents consider domestically produced goods to be competitive. In general, the results of the study showed that consumers in the Russian market will have to slightly change their behavior, adjusting it to the effect of sanctions in order to meet existing needs.