Factors Determining the Consumer Behavior of Households on the Car Market (2015-2018)

Numerous studies have been conducted on determining consumer behavior of households. This study aims to expending the research on consumer behavior on market of high cost goods in terms of economic recession and the permanent uncertainty about future income. Practical relevance of this study is the necessity of evaluation of typical Russian household’s rational behavior level after their adaptation to the new economic reality and the economic crisis that have affected on the majority of Russian citizens. Firstly, we look at the case within the frame work of common consumer behavior theories. Then we find out key factors that determine consumer behavior of the household. After all, we check if identified factors do affect consumer behavior of household using econometrics methods and conducting the regressions. This study will contribute to the existing knowledge of consumer behavior on the market of high cost goods, representative consumption in Russia and future creation of marketing strategies and communication on the market with Russian households.