Transformations of Consumer Behaviour In The "New" Economy

Abstract

The aspects of the "new" economy development at the macro level and in individual companies have been addressed in the works by leading researchers (G.B. Kleiner, D.E. Sorokin, M. Castells, P. Himanen). However, the usual focus is on producers and not substantially on the transformations of consumer behaviour while changes in consumer motivations and behaviour factors transform producer patterns. The purpose of this paper is to establish the trends, motives, and factors of consumer behaviour in the emerging "new" economy and to analyse their influence on the Russian economic potential in implementing its major technology development priorities. Considering the above purpose, the paper addresses the following objectives: major aspects of the "new" economy are identified and profiled; key transformations of consumer markets in the world and in Russia are analysed; Russian consumer patterns are analysed; strategic ways to improve the competitiveness of Russian companies are substantiated, considering transforming consumer behaviours. The main methods of the study include the statistical, comparative, dynamic, coefficient, and structural research methods. The trends in consumer behaviour are identified, including the intensifying influence of moral, informational, technological, and intellectual principles. The paper analyses the sources and factors of consumer behaviour under the consistent implementation of information, technological, and innovation activities. The logical link is established between consumer behaviour and the competitiveness of companies. It is pointed out that most major companies in developed economies focus their competitive efforts not on inherent but rather acquired competitive advantages, such as intellectual and technological factors. This reflects the consumer focus on aestheticisation, symbolisation, informatisation, standardisation, humanisation, technologisation, and ecologisation of product consumption. Given the above trends, capital, as a production factor, gives way to information, knowledge, and intellectual capacities.