Consumer Behavior in The Republic of Georgia regarding FMCG Products: The role of Russia in affecting Consumer Behavior after reaching DCFTA with EU countries

George Griffin, Maia Noniashvili, Nino Enukidze

Abstract


Until 2008, Russia was one of the major importers of Free Market Consumers Goods (FMCG) products from Georgia as well as a major exporter of FMCG products to Georgia. After  conducting a large-scale  aggression against  Georgia  in  August, 2008;  occupation  of  two territories  in  Georgia,  ethnic  cleansing  of people in  those  territories; and giving recognition of independence to these two territories; Georgia  terminated diplomatic  relations  with  Russian Federation on  September 2, 2008. After Russo-Georgian war in 2008 the amount of imported food products from Russia decreased. The aim  of  the  research  is  to  study Georgian consumer behavior;  identify the factors which influence  consumer behavior  as a result  of the Russo-Georgian War and The European  Union  Association  Agreement;  and  to  analyze  the  impact  of the occupation  of  the Georgian  territories  had on  trade  relations  with  Russia.


Keywords


Russian-Georgian conflict, Import, FMCG products, Consumer behavior, Deep and Comprehensive Free Trade Area (DCFTA).

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