Russian consumers began to return to a spontaneously rational type of purchase, the proportion of those who decide to buy based on price primarily decreased, says a GfK study “Russian consumer 2017: a time of hope,” Kommersant writes.
According to GfK, in 2016, the share of those for whom the price is the most important when choosing a product decreased by 2 percentage points (pp), to 48%. The share of buyers visiting several stores in search of a cheaper offer decreased by 4 pp, to 50%, while the share of consumers for whom the atmosphere of the store is more important than the discount system increased by 3 pp, to 31%. By just 2 pp, to 22%, the share of Russians who buy products that have just appeared on the market increased. The number of consumers willing to pay for quality has increased. But the habit of saving also strengthened, as the consumption of food in 2016 decreased by 1,7% in physical terms, purchases of household chemicals decreased by 1%.