In the context of digital transformation and the changing geopolitical situation, the issue of studying changes in consumer behavior is of particular importance. The consequences of geopolitical events, as well as the spread of global trends, have a direct impact on the acceleration of changes in consumer behavior during the decision to purchase, as well as its completion. Active digitalization of the economic sphere, including the intensive development of e-commerce, is singled out as a separate factor influencing the transformation of consumer behavior. The purpose of this article is to analyze the main trends in the transformation of consumer behavior in the Republic of Kazakhstan, based on a quantitative assessment of the data of the field study, as well as identifying common trends in the market situation of global consumer preference. As a result of the survey of consumers and expert interviews were obtained quantitative expressions, confirmations of the main hypotheses, as well as identified the significant modern factors affecting the transformation of consumer behavior. The obtained variable influencing factors were also evaluated by means of direct correlation analysis, both Kazakh and global trends in consumer behavior were evaluated. On the basis of the obtained data, the authors offer recommendations in the sphere of business support and development under conditions of dynamic transformation of consumer behavior. The results of the study can be used by Kazakh FMCG and retail companies, online stores, marketplaces both in building strategies for online commerce, and in the study of modern consumer behavior, as well as in the formation of trade marketing policy. In addition, the data can be applied point by point when launching marketing advertising campaigns and other tactical decisions.

As a result of the formation of new geopolitical, economic, and social conditions, the consumer goods market is undergoing high volatility, which entails significant changes. At the same time, the transformation concerns not only the behavior of consumers but also the marketing policies of companies selling goods from the fast-moving consumer goods sector. The scientific article presented the current indicators of the fast-moving consumer goods (FMCG) market in the Republic of Kazakhstan. The results of changes in the economic profile of consumers are given based on the interpretation of the survey data. The article aims to study the impact of consumer behavior transformation on Kazakhstan's consumer goods (FMCG) market. The following research methods were used in the study: statistical analysis, survey, and in-depth interview. As a result of the study, the economic characteristics of the market were reflected based on the results of a statistical cross-section of 2022 the three quarters. The forecast of further transformation of the market and the explanation of individual trends was formed based on the data from the conducted expert interview. Accordingly, in a three-stage study, up-to-date data on the volume and structure of the FMCG market were obtained, a modern economic portrait of the consumer was derived, and the possibilities for improving consumer loyalty in the Republic of Kazakhstan were assessed. Local FMCG and retail companies can use final data in the processes of building sales strategies and studying the behavior of a modern consumer, as well as in the formation of sales policy and tactical decisions. These studies may be relevant for companies that still need their analytical tools.

As a result of restrictive measures to combat COVID-19, new economic and social conditions have been formed. The pandemic has contributed to a major economic transformation, structural changes in lifestyles and health, and an opportunity to accelerate development and digital commerce. The scientific article analyzed the changes formed during the pandemic in the FMCG sector of Kazakhstan. The results of the sales structural transformation are reflected in the form of a trade turnover statistical interpretation in the pre-COVID and post-COVID period. Changes in individual FMCG categories and groups were analyzed in detail using statistical comparison and observation methods. In order to form a forecast for the application and change of strategies in the consumer goods market, an expert interview was organized and conducted. As a result of the primary research data systematization, key factors for the development of the trade market and a change in the strategic approach to managing these factors before, during and after the pandemic were identified.In conclusion, recommendations were made for focusing a trading strategy for online and offline retail businesses. The results of the study can be used by Kazakhstani FMCG and retail companies, online stores, marketplaces when building an online trade development strategy, studying modern consumer behavior, as well as formulating a trade marketing policy.