REGULATION OF CONSUMER BEHAVIOUR WHEN CHANGING THE FINANCIAL STRATEGY OF THE CORPORATION

The relevance of the research lies in the fact that financial strategies are powerful tools for achieving the strategic goals of corporations and occupy leading positions in strategic management systems. The purpose of the article is to analyze the aspects of regulating consumer behavior when changing the financial strategy of a corporation. The article uses a systematic approach and applies the methods of logical and analytical analysis, the method of analyzing scientific literature. The methods of generalization and grouping, the graphical method are used. In the course of the research, the main types of financial strategies of corporations were identified and the main trends in consumer behavior in the period 2014–2021 and in the period 2022–2025 in the Russian Federation were analyzed. It is determined that in the current conditions of import substitution, the majority of consumers concentrate on essential goods (food, household chemicals, clothing, shoes), and at the same time strive to save on purchases. It is concluded that the key priority of the corporation in the framework of regulating consumer behavior of the target client group is to create/establish a balance: conscious consumption of products/services — conscientious interaction of consumers with the integration association in the context of import substitution. Consistency of goals, objectives, methods and tools for regulating consumer behavior of the target client group, taking into account the changes that followed the adoption of the new financial strategy of Accelerated Growth Corporation in the process of import substitution of products/services of foreign companies that left the Russian market, will lead to a balance of financial resources, achieved by taking into account the potentially new projected capabilities of the organization and acceptability the emergence of new forecasted financial risks.