Behavioral Aspects Of The Population’s Consumer And Financial Activity

Consumer’s activation and the population’s investment demand is the most important tool of the state policy for economic stimulation. However, the choice of priorities to implement such policies and the correlation of consumer and financial activity is a rather complex and widely discussed task. This is due to the fact that the effectiveness to increase final demand and investment growth is largely determined not only by economic, social, political and cultural factors, but also by the national characteristics of consumer behavior. The article analyzes the dynamics of the Russian population’s consumer and financial activity and it makes conclusions about the peculiarities of consumer behavior in Russia. Different behavior determines the need for various approaches to manage consumer and financial activity of Russian buyers, as such activity is based on different sources and motivation. This implies the main task to optimize consumer and investment behavior taking into account the national cultural and educational characteristics of the Russian population. At the same time, the conceptual direction is to form a stable model of enlightened consumer and financial behavior. The implementation of this task involves a comprehensive approach to the development of consumer culture both in the framework of national policy and at the level of public initiative.