MODELS OF RUSSIAN CONSUMER BEHAVIOUR: RETAIL UNDER CRISIS PRESSURE 1

The article deals with socio-economic approach, analysis of empirical research of consumer behaviour of different models in the retail markets in Russia during 2006-2016. Analysis of practice of the Russian retail market is presented in the context of theories which analyse the combination of competition and coordination of dealings of retailers, suppliers, customers, competitors and elites of the regional and federal levels (V. Radaev). The authors based their analysis also on the political-cultural approach (N. Fligstein), which offers a new view on the forms of economic stability and instability in the modern market, where embedded political and institutional processes hold the leading position. As the authorities got involved in global investment and in resolving social conflicts in modern societies, it is necessary to understand that the conditions of the Western sanctions (European Union, United States and other countries), which were introduced because of the conflict in the East of Ukraine, and the Russian response to them also lead to the lock-in effect (D. North), which affected the model of a Russian consumer behaviour. Consumers are not ready to support the import substitution, preferring higher quality and functionality of western analogues, or postponing the purchase. That fact indicates the unwillingness of the Russian industry for import substitution. The decline of customer activity, active savings behaviour, and a sharp reduction of the small business trade are one of the trends in the retail market, which were uncovered by the authors. These changes in the retail market increase the level of social tension.