The article assesses the influence of cultural characteristics of Russian and Chinese consumers on their retail behavior. To measure the cultural values of the respondents, the method of M. Rokeach was used, adapted by A. Goshtautas, A. A. Semenov and V A. Yadov, D.A. Leontiev, considering cultural components. Consumer behavior in retail is analyzed within the marketing mix 7P product (Product); price (Price); distribution (Place); promotion (Promotion); personnel (People); physical environment (Physical Evidence); process (Process), the content of the elements of the complex is determined by the authors of this study. The results of the study allow us to assess the gaps in the behavior of Russian and Chinese consumers in retail, which is of practical interest.
cultural characteristics, retail, consumer behavior, marketing mix
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