ISSN 2409-7616

S. Belyakov, V. Eirikh, I. Stepina



Sergey A. Belyakov –Candidate of economic Sciences, Associate Professor of Economics and business process management, Siberian Federal University, Krasnoyarsk, Russian Federation, E-mail:

Veronika Y. Eirikh –Student of the Department of economic security, Siberian Federal University, Krasnoyarsk, Russian Federation, E-mail:

Inessa O. Stepina –Student of the Department of business Informatics, Siberian Federal University, Krasnoyarsk, Russian Federation, E-mail:

Abstract. The article is devoted to new trends in retail marketing, which have led to a significant change in consumer preferences in recent years. As a result, pricing, distribution, and customer communication policies have also undergone significant changes. The experience of many foreign countries, as well as events related to the COVID-19 pandemic, have led to a sharp and thorough transition to digitalization of the economy and the use of the latest technologies in retail. Russia is directly affected by these changes, because our country needs to maintain a decent level of the market, not worse than foreign ones, and offer Russian citizens high-quality products through various marketing innovations, thereby attracting buyers to the trade process and supporting the economy at the proper level. Moreover, the economic downturn against the background of the coronavirus has pushed many businessmen to make significant changes in the conduct of trade, including the digitalization of many of their services, as the behavior of Russian consumers has significantly transformed. There was a sudden transition to online trading, and firms had to adapt rapidly in the field of Internet marketing. Consumers always try to choose the best quality product for the best price for them, especially strong savings are shown now, in the period after a severe economic recession against the background of a pandemic. This indicates a rationalization of consumer preferences. Also, an important criterion in consumer choice is the impression of a purchase, especially after almost all organizations were closed for quarantine, and people lost their usual trips to shops and shopping centers. Thus, rationalism and consumer emotions force a person to make a choice when buying a particular product, and firms that want to make a good profit and promote their products and services to the masses must adapt as soon as possible to the new requirements of consumers and market conditions.

Keywords: visual merchandising, environmental marketing, digitalization of the economy, marketing innovations, online trading, COVID-19 pandemic, retail, consumer behavior, omnichannel, brand.


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For citation:

Belyakov S.A., Eirikh V.Y., Stepina I.O. Changing consumer behavior and marketing trends, changes after the Covid-19 pandemic. CITISE, 2020, no. 3, pp.363-373. DOI: