PostCOVID: Consumer Behavior of Russians During and After the 2020 Crisis

The study of the characteristics of consumer behavior has long been an urgent topic for research. The most important task of the modern economy is to know the characteristics of consumer behavior. At the same time, due to the incompleteness of knowledge, such an interesting and complex area of scientific knowledge of behavioral economics, unfortunately, is perceived somewhat simplistically. In the course of the coronavirus crisis, people's purchasing power has fallen. Many realized that they were not ready for the radical changes caused by the COVID-19 crisis, and how their consumer behavior changed during and after the crisis is the main goal of this study. In the process of work, the author searched, collected, analyzed and systematized information on the research topic. The information base of the research was made up of primary data and the results of interviews, polls, focus groups conducted by the author; publications of domestic and foreign scientists on the research topic; materials of official and unofficial statistics, marketing and consulting agencies. Based on the results of the qualitative studies, a number of hypotheses were formed, which were then confirmed by the results of quantitative studies. Further, based on the understanding of changes in consumer behavior, a number of recommendations were prepared for companies in the formation of an approach to working with customers. The scientific and practical significance of the work is determined by the possibility of using the conducted research in the formation of the marketing strategy of companies - players in the consumer sector.