MODERN TRENDS OF CONSUMER BEHAVIOR IN UZBEKISTAN BASED ON ANTHROPOLOGICAL ANALYSIS

This article provides a comprehensive analysis of the behavior and needs of Uzbek consumers. The changing consumer culture in the context of the transition to a market economy and the need for businesses to deeply understand consumers determine the relevance of the topic. During the research, the demographic characteristics of consumers, shopping habits, attitudes towards brands, and consumption trends were studied based on questionnaires, interviews, statistical data analysis, and a review of the literature. According to the results of the study, it was found that online shopping is becoming increasingly popular among young people, and women are showing a high interest in local brands. It was also noted that consumers are paying more attention to the quality and reliability of products than to the price factor. In conclusion, the need to take into account the national mentality when developing marketing strategies, expand digital marketing opportunities, and support local brands is justified.