ИСТИНА

The COVID-19 pandemic has changed consumer behavior all over the world, including the BRICS countries. This paper argues that there are both common features and differences in consumer response to the new reality in each of the five countries and focuses on the comparative analysis of consumer behavior in Russia and China. Drawing on statistical data, as well as on the research results, we suggest that there are factors that determine the choice of a certain type of consumer behavior. A set of basic factors, namely external, motivational, and functional ones, is applicable to any country but their cumulative influence leads to different patterns of consumer behavior. Russia and China are rapidly entering a new era of consumption, with the growing importance of digital technologies as tools to cope with the challenges caused by the COVID-19 pandemic. Still, they clearly differ in the level of digital technologies available to consumers. In China, the deep digitalization, and the spread of Internet technologies have led to highly diversified consumer preferences. In Russia, an insufficient level of digitalization does not allow brands to fully interact with consumers and influence their behavior. We conclude by identifying areas for future research and managerial implications calling upon companies, especially in Russia, to strengthen customer relationships by the even more intensive use of e-commerce and a mobile marketing strategy.