Investigation of Consumer Behavior in the Russian Market within the "Double Jeopardy" Concept

Overcrowded competitive environment, intensive market processes dictate their own rules. The search of the ways out led to the emergence of the"double jeopardy" concept. In accordance with it, switching consumers become no less important than loyal customers, and at the same time buyers are "casual", who also can make significant changes in sales. Many commodity categories were considered by adherents of the "double jeopardy" concept, but mostly it was the FMCG segment, and in the markets of developed countries. The purpose of the current work, on the one hand, was to verify a number of regularities arising from the theory of "double jeopardy". On the other hand, in an effort to identify the limitations of the concept through a comparative analysis of consumer behavior in the segments of the Russian market of non-alcoholic carbonated beverages and apparel. Based on the results of the work done, the following tasks have been accomplished: - the manifestations of the "double jeopardy" were examined, and the main aspects affected by the proponents of this theory on the example of developed markets - developed a research tool for researching the theory of "double jeopardy" in the Russian market of beverages and apparel - through the conducted research, a number of laws, propounded by the supporters of the concept of "double jeopardy", were tested and its limitations - some balance has been determined between the approach of the scientists of the Ehrenberg Institute and the supporters of the classical school, which in the future will allow us to consider more widely the very attitude to the processes conditioned by the competitive environment in most markets of the world.