USE OF THE INVESTMENT POTENTIAL OF THE POPULATION: BEHAVIORAL ASPECT

In the context of Russia’s isolation from foreign investment, the issue of increasing domestic investment in the real sector in order to improve the sustainability of the country’s economy is acute. Today, the growth rates of investments in fixed assets are insufficient, and depreciation of fixed assets remains high. The main sources of investment at the moment are the business’ own funds. In such conditions, attention should be paid to such a potential investment source as the savings of the population, which continue to grow. Financial organizations are the main institutions for accumulating the population’s savings and transforming them into real investments. The digitalization of economic sectors is changing the banking industry and the behavior of its customers. Consumers of financial services have more options in choosing a financial institution. The mobile phone creates the illusion of awareness, but the person does not act more intelligently. The uncertainty and irrationality of the decisions being made are increasing. Among the factors contributing to the irrationality of consumer behavior, should be mentioned mobile devices, social networks, and low level of financial literacy. Activities aimed at attracting bank customers should take into account the specifics of their behavior. The development of strategies to attract customers requires their preliminary typology, taking into account the behavioral factor. It is easier to apply a soft paternalistic policy of influencing clients in order to attract their savings to target groups

savings, deposits, investment potential, real incomes of the population, investments in fixed capital, behavioral finance, factors of the investment behavior of the population, digital economy, decision-making, transformation of behavior

Yurchenko T. V. Use of the investment potential of the population: behavioral aspect. Biznes. Obrazovanie. Pravo = Business. Education. Law. 2023;2(63):59—64. DOI: 10.25683/VOLBI.2023.63.597