CHANGING CONSUMER BEHAVIOR UNDER THE INFLUENCE OF DIGITAL TRANSFORMATION IN RUSSIA

The article examines the key changes in consumer behavior in Russia under the influence of digital transformation processes. It is shown that digitalization has a complex impact on motivations, preferences, communication channels, and decision-making models of the modern consumer. Particular attention is paid to the emergence of a new type of consumer — the so-called «digital person», for whom the digital environment has become an integral part of everyday consumption. The study highlights the synchronization of online and offline consumer activity, the growing importance of personalized communication, and the declining effectiveness of mass marketing strategies. The implications of these changes for customer loyalty and brand strategies in a highly competitive environment are analyzed. The study draws on current research, analytical reports, and theoretical approaches from behavioral economics, marketing, and digital sociology.