Consumer Behavior On Russian Banking Market: Global Challenges

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The relevance of the work is due to the need to identify the main marketing trends in the development of the Russian banking market for forecasting and accounting of the vector of its further development. The article notes the importance of the Russian banking system for the national economy. The purpose of the study is to identify the features of consumer behavior in the conditions of transformation of the Russian economy on the banking services market. For this purpose, three main research hypotheses were formulated. The object of the study for the banking services market was residents of the city of Moscow over 18 years and older. The subject of the study was the state and features of consumer behavior, as well as factors that determine consumer behavior on the banking services market in the context of the transformation of the Russian economy and digitalization of society, formed under the influence of the crisis situation associated with the introduction of a self-isolation regime due to the spread of coronavirus infection. As a result of the study, the main marketing trends of consumer behavior in the Russian banking market were identified, including an increase in interactions with the bank in digital channels. The use of modern services (mobile banking, contactless payment system), the growth of trust in the reliability of electronic resources and modern digital technologies in relation to the financial component of their lives, as well as the priority of using a number of banking services (online transfers, online payments).