Conduct modern marketing research using consumer expectations in the consumer goods market

International Conference on Academic Integrity
 
www.online-conferences.com 
191
The desire of consumers for a more convenient and affordable shopping experience provides 
companies with new opportunities for growth and development. As consumers learn more about the 
market and their expectations rise, one of the first needs will be to get a quality consumer 
experience. It is important for Russian stores to take into account the experience of their foreign 
competitors, as consumers are increasingly turning to foreign online stores in search of a better 
service and shopping process. 
Price and convenience of purchase are the most important needs of buyers that retailers should 
focus on. 
2-figure. Key Purchase Drivers
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Innovation and technology have proven to be paramount in maintaining a positive consumer 
experience during the lockdown and will continue to do so for a long time to come. 
In response to the COVID-19 pandemic, consumers have become more focused on personal well-
being and taking care of their physical and mental health. Organizations have taken many steps to 
improve customer well-being during the pandemic and immediately after the peak of the crisis 
subsided (and this is the concern that consumers are waiting for today). The number of fitness 
centers offering online workouts is on the rise, with consumers increasingly using apps for online 
workouts, fitness monitoring, nutrition management and mental health. 
Consumer attention to wellbeing has pushed retailers to focus on protecting the environment and 
consumer safety. 
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Sources: Global Consumer Survey 2019 (respondent base 1,038), Global Consumer Survey 2020 (COVID) 
(respondent base - 502), PwC analysis
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International Conference on Academic Integrity
 
www.online-conferences.com 
192
The composition of packaging, the replacement of plastic bags with more sustainable options, the 
collection of packaging for recycling and other environmental initiatives are just a few examples of 
what is important to the buyer today. 
However, people are not ready to pay more or sacrifice comfort for the sake of forming responsible 
and environmental habits, but are looking for options that will fit into their usual lifestyle. 
Companies that pay significant attention to environmental issues are more likely to achieve 
consumer loyalty and attract public attention. 
We identify several areas for solving problems that may arise due to changing consumer 
expectations: 

Increase the range of goods and services provided, taking into account environmental and 
sustainable development issues. 

Reconsider our values in line with the values held by stakeholders and the actions they are 
taking (NGOs, media, trade associations, academia). 

Increase the inclusiveness and transparency of supply chains and find new partners that meet 
changing consumer demands. 

Increase investment in R&D in areas such as food and packaging.