%0 Journal Article %T FORMATION OF CONSUMER BEHAVIOR: ANALYSIS OF METHODS, ESSENCE AND FEATURES %A Tolstihina, E.I. %A Demchenko, S.K. %K consumer behavior, cardinalist and ordinalist approach, theory of consumer behavior, theory of revealed preferences, stages of consumer behavior formation, digitalization %J Trade, service, food industry %D 2022 %N 2 %P 9 %I Siberian Federal University