Measuring Consumer Sentiment Toward Marketing in Russia

Abstract

The study aims to identify how consumer sentiment toward marketing relates to consumer behaviors at different stages of buying process. Based on the survey of Russian consumers the study measures the index of consumer sentiment toward marketing and reports the preliminary results regarding the effect of consumer sentiment toward marketing on different consumer behavior tendencies, including information seeking, reliance on firm-related information sources, purchase and complaining behavior, and supportiveness of government regulation of marketing practices.