COST STRUCTURE AND CONSUMER EXPECTATIONS OF A TYPICAL TAMBOV REGION CONSUMER

The subject of the research is the analysis of the economic behavior of the «typical consumer» of goods and services in the regional socio-economic system (on the example of the Tambov region). It was determined that in the regional context «typical consumer» is primarily an individual, belonging to the largest group of buyers of goods, a certain, averaged structure in the region, receiving per capita income. «Typical consumer» refers to various segments representatives of the population, the effectiveness of its consumption process has a direct impact on the dynamics of the regional economic system development. The aim of the research is to define the concept «typical consumer» of goods and services for the Tambov region and its quantitative and qualitative parameters. Methodology: formation of a detailed definition of the concept «typical consumer» bases on statistical data from Rosstat and Tambovstat, sociological research among various categories of the Tambov region citizens, observations made on the regional consumer market – price dynamics, average data on the consumer segment in various commercial enterprises. Results. The implemented methodological approaches to the definition of a «typical consumer» allowed forming a real idea of it, which made it possible to predict the prospects for economic growth, its focus in the regional economy, evaluate the effectiveness of the applied economic instruments of state policy in raising the living standards of various segments of the population and in reducing poverty. The quantitative characteristic of the «typical consumer» allowed us to make predictive conclusions regarding hedonistic preferences, consumer traditions and social connections. Conclusion. The category «typical consumers» in the regional economic system includes the majority of the population. The structure of consumed goods and services by «typical consumer» is rational in its content, but it does not differ in the breadth and diversity of the range.