С., доцент (Российский университет дружбы народов) РОССИЙСКИЙ ПОТРЕБИТЕЛЬ В УСЛОВИЯХ КРИЗИСА: КАК ИССЛЕДОВАТЬ И НАЙТИ ПОДХОД В НОВОЙ РЕАЛЬНОСТИ Население и бизнес-сообщество имеют схожее мнение о том, как долго продлится кризис, однако представители бизнеса склонны более оптимистично оценивать скорость восстановления после него. <...> У большинства россиян кризис ассоциируется с ростом цен и нестабильностью курса национальной валюты. <...> Пытаясь жить по средствам, население переходит к более бережливому поведению, осваивая различные стратегии экономии: меньше покупать, переходить на более дешёвые продукты, приобретать товары «по акции» и так далее. <...> RUSSIAN CONSUMERS UNDER CRISIS CONDITINS: HOW TO REASEARCH AND APPROACH THEM IN A NEW WAY Citizens and the business community have similar views about how long the crisis will last, but the representatives of the business tend to be optimistic about a recovery rate thereafter. <...> Ordinary citizens and business representatives concurred that the crisis will last for about two more years, but companies are more optimistic in their assessments regarding the speed of recovery of the economy and expect to see some improvements in six months. <...> Customer behavior is changing, and some changes in buying habits will be of long-term nature, which causes changes in the structure of demand. <...> The nature of consumer demand change for a long time. <...> This article discusses the main economic indicators, the situation in certain consumer markets, consumer confidence, the perception of the crisis, social and political attitudes, and new approaches proposed for use in the research of consumers and consumer behavior, called the company to respond to changing market conditions more effectively with the point of view of marketing management and solutions. 33 Современные гуманитарные исследования, № 4, 2016 Key words: crisis, consumer behavior, rational cost-saving strategy, beverage consumption, the Russian market, and consumer goods. 1. <...> The main situation on the consumer market. <...> The economic crisis in 2015 influenced on all of macroeconomic indexes, such as GDP, Industrial production index (IPI), retail trade turnover, level of unemployment, inflation. <...> The situation in the main consumer markets Changing the FMCG market turnover in value terms, to the year previous <...>