CONSUMER BEHAVIOR AS A FACTOR OF DETERMINING THE STRATEGY FOR INTRODUCING INNOVATIONS IN THE RUSSIAN CHAIN RETAIL
The aim of the work was to study the change in consumer behavior as a factor in determining the strategy for introducing innovations in online retail trade. The study is based on general scientific methods and techniques of a comparative and systematic approach to the study of innovations aimed at the efficiency of business processes, as well as methods of economic analysis that allow analogies, rankings, comparisons and generalizations. The authors studied the features, dynamics and directions of chain retail, which determine its importance in the structure of the Russian retail market, and also highlighted the preferences and behavioral factors of food buyers, which had a significant impact on the state of chain retail and determined its readiness to implement a strategy for introducing technological innovations, aimed at optimizing business processes in accordance with consumer requirements. Based on the analysis of the development dynamics of leading trading companies, it is confirmed that changes in consumer preferences associated with cost rationalization, time saving, purchase security, etc. have become a significant factor and determined the directions for introducing technological innovations in retail chains. The application of innovations related to the optimization of trade, technological and business processes is aimed at retaining existing and attracting new customers in a highly competitive environment among trade enterprises.