Consumer behavior is the study of the processes Involved when individuals or groups select, purchase, use or dispose of products,

services, ideas or experiences to satisfy needs and desires

Marketing as a science long ago became master minds of emerging Russian class of young entrepreneurs and businessmen. A short time ago, the science has not been studied, even students of economic universities in Russia, and is currently studying marketing almost all the specialists in most universities. This is due to the fact that marketing - one of the main subjects of the market for professional actors - business leaders, managers, employees marketing, advertising, manufacturers of new products, etc. A sure way to success in almost any business organization - to find customers, to find out what they want and give them what they want Demassification consumer behavior has necessitated differentiation of product offering. Changing the structure of consumer preferences and values led to the development of new forms of trade, required reevaluation marketing strategies in enterprises the communicative and commercial policy towards individualization of relationships with buyers. In recent years, the rapidly growing the role of branding in the promotion of goods. Increased competition on the level of both manufacturers and retailers, leading to need a deep study of the laws of choice of products by consumers, their mentality. The deficit of the 1980s changed saturation shops with various goods, which previously could only dream of. If in the early 1990 's, the Russians, have the appropriate income, preferred to spend, sometimes simply \"watching\" money then modern consumer has become more careful when choosing products. The Russian consumer is experienced in choosing goods the moat and is suitable to purchases more thoughtful and therefore becomes more relevant when choosing brands. Purchasing behavior of people depends on many factors, the most important of which is the amount of income that is the consumer. Growth in revenues of many Russians, especially in big cities, led to the fact that they are active consumers. At the same time, in many ways they are different from that of the average Western consumer. Another specificity of the Russian consumer typology is that in Russia the more traditionalist than the West. Russian consumers prefer a lot to spend on food, especially after the opening of the supermarkets, who have successfully used the psychological effect on the consumer. The average Russian spends more than 50% of their food budget, while the average European spends about 10-15%. For many Russian consumers price is the major factor purchasing of goods. For Russia is actual consideration of socio-psychological characteristics of ethnic groups: the national character, ethnic feelings, mechanisms of communication and stereotypes. Values, which are followed by people across the country, are the basis of the "national character."

Values of Americans - Material wealth; - Hard work, Optimism, Enterprise; - Time is money; - The work is more important than the game; Equality Of Rights; Humanity;

Values of Russians - Legality -Communication -Family -Freedom -Independence -Morality -Work -Initiative -Self-sacrifice -Wellbeing

Values form the attitude of a person as a consumer, to different goods. At the same time values limit consumer choice, presenting goods additional requirements according to the values the consumer settings. Today among the Russian consumers is a category of those who seek to emphasize its position by purchasing products, symbolizing the status of the owner. They expects improved service and dealer network of the company \"Mercedes-Benz\" in Russia. Most impressive for the number of people in Russia is middle class. The style of behavior of the middle class -they are very sensitive to the quality of goods and services, as well as to quality of service; - income allows them to meet almost all of the basic needs for food, clothing, household appliances, leisure; - to expands of money they are economical, do not like buying goods to overpay at lower prices than allow incomes; for example, examine the network of shops "Magnet", since the store "Magnet" is one of the most popular stores in Russia. "Magnet" was founded in 1994 as a wholesaler of household chemicals and cosmetics, and in 1997 started the development of the food segment of the market, becoming one of the top five distributors in Russia. In 1998, work began on the development of the retail market: the opening of the first self-service store. During the year, the company took the leading position in the south of Russia, followed by the promotion of the company in other regions. 2000 - a significant year in the history of the company. Management decides on the reorganization of the retail business. All shops are converted to a format discounter and unite under the name "magnet". "Magnet" - Russia's largest network of food discount stores. revenue of "magnet" for the year 2012 increased 46% to $ 5.3 billion. Since 2006, the company develops in all Russian cities new retail formats - hypermarkets federal "magnet." Hypermarket is the object of a new format for each city: modern functional architecture, spacious layout, a large and convenient parking, selling a full set of product lines for the whole family in one place - all this is now urgent demand in the market for each city motto shops "Magnet" - "Always low prices." In store "Magnet" come to shop people with middle-income countries, which attracts lower prices. The diagram shows that the highest demand dairy products. This is confirmed by observations made in the stores. During observations, it was noted that the first on the shelves ends right dairy products, which allows for the next day to put a fresh, healthy, and provide customers with fresh dairy products. Flour also demand that meets the cultural traditions of the country. Almost every family is actively consumed bread or other flour products. 51% of customers satisfied with the quality of goods, 43% said that they would be better, for example, products such as dairy products, meat products. Only 7% of respondents are not satisfied with the quality of the goods. These indicators serve as a basis to believe that the quality of the goods in the store satisfied customers. This confirms that high percentage of customers who are satisfied with prices in the store - 53%. 28% wish that the prices were lower for certain groups of products. But still, these products are in demand, as they are necessary for everyone. But not without those prices for the goods are not satisfied, 19%, mostly pensioners and people with little income.

To the question'' Are you satisfied with display of goods in the store "Magnet"'' - 76% of respondents said they are satisfied with the merchandise Service is an important component of the work shop. 75% of customers like the service in shops "Magnet" .. 25% of customers said that on cash departments are long lines, due to the fact that not all cashiers are at work. This is a very slow process payment for purchases. Most people think that a chain of stores in the market known as the network is very common throughout Russia, is in demand because of the reasonable price, self-service. They believe that the network of shops "Magnet" perspective, as many cities have opened family Hypermarkets "magnet." But competition is growing. and 73% of customers satisfied with the number and location of shops "Magnet" in the city. 16% think that it is necessary to increase their number. Chain stores "Magnet" in the food market has been operating for a lot of time. And in this market is a relatively high proportion Size reduction of prices must be sufficiently tangible, so that they can be built advertising appeal, challenging enough demand to offset the drop in profits associated with lower prices, and attractive enough to make the consumer come for purchase. For the majority of the Russian middle class visits to foreign countries while on holiday or business trips has become almost the norm. As a result, they have an opportunity to compare the actual level of prices for goods of different qualities. Consumer demand of the middle class is often sufficiently elastic to price. Therefore, enterprises focused on the middle class can win and in the long term and keep their customers or with more attractive prices , or constantly updating its range. CONCLUSION: Modern Russian consumer society is rapidly developing, moving closer to standards and culture of consumption in the developed countries of Europe. It is connected not only with growth income of the active part of the population, but with the change of life style of the Russians. In Russia, with significant financial resources, appear Russian vertically-and horizontally-integrated companies, successfully competing with Western companies because of the possibility of lower costs for procurement, storage, production and distribution.