Current non–price factors of consumer behavior

The economic theory of consumer behavior is one of the key theories of modern economic science in general and microeconomic theory in particular. The theoretical and methodological apparatus for studying consumer behavior has evolved along with the development of economic theory, on the one hand, and with changes in its empirical base, on the other. Consumer behavior at the beginning of the 21st century is characterized by complexity, a combination of rational and irrational motives, social and economic values, various non–price factors that form consumer behavior trends. Of greatest interest to the authors of the article were non–price factors that influenced the behavior of Russian consumers in the last thirty years and have an impact at the present stage. On the basis of empirical research, the authors identified a number of new trends in the behavior of modern consumers, established the relationship between non–price factors of demand, trend, demand and purchase decisions.