SEGMENTATION OF RUSSIAN CONSUMERS IN THE SECTOR OF HEALTHY LIVING PRODUCTS AND SERVICES

Abstract

The article concentrates on main issues of customer behavior in the Russian market of healthy living
products and services. Today the healthy living industry is a multi-industry, which covers a great number of
sub-sectors: production of natural products and dietary supplements, nutrition, fitness industry, rehabilitation
and treatment, aesthetic medicine, and cosmetology. The aim of the author’s research is to analyze the behavior
of consumers in the Russian market of healthy living products and services, particularly, identification of
influencing factors and consumer segmentation. The author singles out such key features of the market of
healthy living products and services as a synergistic nature and social importance of the industry, accumulative
impact of products, focus on the training of future users, which prove that a standard of consumption is
forming in Russia. The author formulates the following basic hypothesis: various clusters of consumers, different
from each other by their social and demographic and behavioral characteristics, can be distinguished at
the stage of the standard development. This hypothesis was confirmed during the quantitative empirical research
that singled out eight segments of Russian consumers on the basis of such variables as frequency and
duration of products and services consumption.