Abstract:

The paper presents the results of a research on existing and potential trends in the behavior of consumers of regional retail in Russia. The research has highlighted the importance of analysis of consumer behavior in regional aspects, on the one hand, and the necessity to change local buyer’s mission, on the other hand. We considered the results of focus groups research that has been considered as the basic of method of deeply identify new trends in regional consumer behavior. It is determined that the growth of the regional food market depends on changes in the consumer behavior of local micro segments, on the shift of customer interest towards online shop-ping. The focus groups research showed the development strategy should be aimed primarily at retaining the local customer base. The focus groups showed a different between various local micro segments of making service. In the first part of the focus groups, we studied the influence of consumer expectations on regional retails prefer. In the second part, we investigated the consumer experience the quality of retail's instruments. Subsequently we analysis of the changes in the consumer behavior of regional retail at each step of the focus group was carried out. Finally, we came up with a list of recommendations on how to promote regional retail in new reality in Russia.