Sociologists have described five strategies of Russians in a crisis

Romir experts found out what strategies consumers choose a month after tough Western sanctions. Among the five conditional categories are "ascetics", "investors", "alarmists".

In the conditions of high volatility of the ruble and sanctions pressure, the Russians were divided into groups based on the strategy of consumer behavior. Based on the survey method, Romir's researchers classified them as follows: "ascetics", "investors", "strategists", "alarmists", "rationalists".

The company's experts have been analyzing the consumer behavior of Russians since the first days after the introduction of tough Western sanctions at the end of February. The results of the study of the M-pulse project (RBC has it), which has been carried out in waves since March 5, were presented at the conference of M-Holding (it includes the Romir research company), held on April 7 in Rosstat.

VTsIOM reported on the impact of sanctions on the lives of 60% of Russians Economics

As of April 3, the five indicated strategies of consumer behavior were used by almost the same number of Russians: the share of “strategists” slightly prevailed (23%), while 17–21% of citizens were divided into other categories. "Strategists" tend to increase spending on many categories of goods that are not essential goods and basic food products. Most often, representatives of this category increase spending on ALCOHOL , and in addition, on dietary supplements and vitamins, smartphones, household appliances, jewelry, beauty salons, car repairs, recreation and entertainment. As Romir explained to RBC, the “strategic” nature of their consumption is reflected in the purchases of goods that may rise in price in the future.

At the other extreme are “ascetics” (21% of respondents), they save on everything except food. In this category, the proportion of people aged 18–24 is higher than in other segments. "Investors" (their 17%) increased the cost of car repairs and insurance. "Alarmists" buy essential goods for the future (18%): among them the highest proportion of people with average earnings. They, in particular, increased spending on coffee, sweets, delicacies, cosmetics, personal care products and pet food. Finally, “rationalists” (21%) are those people who do not increase spending in any category. In the first wave of polls (at the beginning of March), there were the most of them - 27%.

See also Shoigu 02:14

Switching to cheap goods

Read on RBC Pro Pro I listen, but I don’t hear:why executives find it difficult to give feedback Instructions Pro Former HEAD of eBay and Hewlett-Packard:not from a fire” Articles Pro How an accountant created India's largest bank for the poor at a cost of $ 6 billionPick up IKEA customers: how advertising campaigns worked after February 24how to legally reduce Pro instructions You want to get a trademark of a brand that left the Russian Federation:how to do it Instructions Pro What risks of parallel imports threaten RUSSIA Articles Pro x The EconomistWhy economists and ordinary people estimate inflation differently

According to the study, the most common behavior of Russians in an attempt to overcome economic difficulties has become the rejection of expensive purchases and durable goods (followed by 54% of respondents). A slightly smaller proportion of people cut spending on recreation and entertainment. The fact that the economic problems in the country did not affect them in any way was reported by only 6% of respondents. Switching to discounted and promotional items (66% of responses) and cheaper items (65%) turned out to be the most popular behavior when reducing spending on food and essential goods.

In addition, Romir named the categories of goods that buyers are ready to refuse in the first place. Such goods include jewelry, real estate, tobacco heating systems and vapes. Russians are not ready to give up food, fruits, medicines.

Weekly inflation falls below 1% for the first time since tightening sanctions Economics

The researchers also found out which products consumers reduced and increased their spending in early April. In the top in terms of spending growth are food, medicines, various non-food products (expenses on them increased from 36 to 45% of respondents). About 30% of respondents have cut their spending on clothes, shoes and sweets.

The rapid rise in prices in Russia began in late February - early March after the introduction of Western sanctions against the reserves of the Central Bank and the subsequent weakening of the ruble. For two weeks, from February 25 to March 11, they rose by more than 4%, then the growth slowed down, but remained high. Inflation fell to 1% only in the last reporting week - from March 26 to April 1. The rise in price was accompanied by surges in demand for some groups of goods - SUGAR, personal care products, buckwheat, medicines and others. Excessive demand for essential goods began to fade, Prime Minister Mikhail Mishustin said in the State Duma on April 7, recalling that over the past month, based on the results of inspections, the FAS opened seven criminal cases.

Favorable course inFavorable exchange rate at VTB officesThe larger the amount, the greater the benefit.More than 1,000 branches across the countryPreliminary calculation inonline converter