THE RELATIONSHIP OF CIVIL IDENTITY AND CONSUMER PREFERENCES OF DOMESTIC GOODS

Sa？etak The article presents the results of an empirical study of the relationship between indicators of civil identity and consumer preferences of domestic goods. The process of globalization and unstable economic and political events create conditions for a more thorough analysis of the characteristics of consumer preferences and the study of the relationship between the preferences of domestic goods by consumers and indicators of civil identity. The study consisted of three parts: a study of the attitudes of respondents towards a producing country (Patosha, Volkova), a study of indicators of civil identity (Tatarko A.N., modification of Trefilova O.), the determination of consumer preferences for goods from different countries (Patosha, Volkova). The sample of the study was 125 residents of Russia. As a result of the empirical research, the hypothesis about the relationship of indicators of civil identity and consumer preferences of domestic goods was proved. A consumer who feels that he belongs to the state is more likely to prefer domestically produced goods. In addition, the results of the study show the presence of ethnocentrism among Russian consumers. The results of the study may be useful to representatives of domestic business for better promotion of their product on the market. In addition, a new methodology for studying consumer preferences has been designed, which may be useful for the future study of consumer preferences