Published: 15 February 2017
Purpose. In the article the authors consider the basic strategies of the city population's behavior in the consumer market (on the example of the city of Ekaterinburg). Methods and scientific novelty. Estimating with the help of a sociological survey the aggregate index of consumer sentiment and other accompanying indicators, a comparative analysis is made between the consumer expectations and sentiments and the main directions of the strategic development of the consumer market of the city, approved in the Master Plan. Results. The revealed contradictions form the basis for recommendations for leveling the behavior of consumers in the market and the activities of local governments in order to improve the efficiency of the consumer market.