SCIENTIFIC AND METHODOLOGICAL APPROACH TO THE ASSESSMENT OF CONSUMER BEHAVIOR IN THE FOOD MARKET IN THE CONTEXT OF IMPORT SUBSTITUTION

In the context of globalization and import substitution policy, consumer behavior is undergoing significant transformations. The article examines the impact of limited access to imported goods on consumer preferences and the formation of demand for domestic products. Based on a questionnaire survey of 117 respondents, the key motives for choosing domestic products were identified, grouped by economic, political, social, practical and psychological factors. A scientific and methodological approach to assessing consumer behavior in the food market in the context of import substitution is proposed, taking into account the importance of each motive. The study's conclusions highlight the complex structure of consumer decisions and the need for an integrated approach to developing marketing strategies in the context of import substitution.