Trends and risks of developing local consumer markets in rural areas

. The paper considers trends and risks of development of local consumer markets of rural territories, measures of state programs aiming at sustainable developing consumer markets. The concepts of municipalities of rural territories and consumer markets of rural territories are given. The main indicators of the consumer market, such as turnover of retail trade and catering, as well as indicators of the consumer service sector, are analyzed.


Introduction
Providing for socio-economic development of rural territories is traditionally among priorities of public policy, one of the effective mechanisms for the implementation of the latter being government and national programs.
The national program is a document of strategic planning, containing a package of planned measures interconnected in terms of tasks, dates, executing officers and resources, and state policy instruments ensuring within the framework of the implementation of key state functions the achievement of priorities and goals of public policy in the field of socioeconomic development and national security of the Russian Federation [1]. The national program is the most important means of implementing domestic public policy focused on developing social and economic spheres of life, and it should be aimed at carrying out large scientific and investment projects to solve complex problems within the bounds of federal, regional and local authorities. While working on the annual federal budget the government adopts dozens of programs to be financed.
The main documents of public strategy and programming in the context of the objectives of the present research are the following : "Strategy for the Sustainable Development of Rural Territories of the Russian Federation till 2030" adopted by the Government of the Russian Federation dated February 2, 2015 No. 151-r, the National Programs "Integrated Development of Rural Territories" adopted by the Government of the Russian Federation dated May 31, 2019 No. 696, "Development of Agriculture and Regulation of Markets of Agricultural Products, Raw Materials and Food" adopted by the Government of the Russian Federation dated July 14, 2012 No. 717. [2][3][4].
Local consumer markets in rural areas are therefore an integral component of rural socio-economic development.
In order to analyze trends in the development of local consumer markets of municipalities of the Sverdlovsk region, we use the statistic data provided by Rosstat (Current Statistical Survey). Being typical rural territories, the above municipalities act as a testing ground for the study of local consumer markets. The concept of 'rural territories' is a collective one since it may embrace various elements of administrative-territorial or municipal-territorial structure. E.B. Dvoryadkina and E.A. Belousova defined the concept of 'rural-type municipality'. "This municipality, as a kind of territorial structure of local self-government, has a special economic and legal status related to the laws of functioning of rural economy, and, unlike rural territories, it can be unambiguously identified as an object of statistical service in order to optimize interaction in the system of population-local self-government-production complex " [17]. Rural-type municipalities thus include municipal areas and rural settlements.

Results and Discussion
To fulfill the national program "Development of Agriculture and Regulation of Agricultural Product, Raw Material and Food Markets for 2013-2020," the Government of the Sverdlovsk region adopted a similar target program "Development of the Agro-industrial Complex and Consumer Market of the Sverdlovsk Region till 2025" [18] The regulatory framework of the program includes the following legal acts: Federal Law of 29. 12.2006 -systemacy. The program covers economic, social and environmental aspects of development of the above branch and combines support measures with market regulation and rural development; -co-financing. The implementation of the program measures involves co-financing of agriculture from the federal and regional budgets; -government and private partnership. It involves joint efforts of the government and business to achieve the objectives of the program. [23] The goals and objectives of the public program of the Sverdlovsk region "Development of the Agro-industrial Complex and the Consumer Market of the Sverdlovsk Region till 2025" correspond to the goals and objectives of the main strategic documents: "Strategies for the Development of the Food and Processing Industry of the Russian Federation for the period up to 2020", adopted by the Government of the Russian Federation, dated 17.04.2012 N 559-r, "Strategies for the Sustainable Development of Rural Territories of the Russian Federation for the Period up to 2030" adopted by the Government of the Russian Federation, dated 02.02.2015 N 151-r, "Strategies for the Socio-economic Development of the Sverdlovsk region for 2016 -2030" adopted by the Government of the Sverdlovsk Region with the law dated December 21, 2015 N 151-OZ "On the Strategy for the Socio-Economic Development of the Sverdlovsk Region for 2016-2030." [24,25] One of the goals of subprogram "Development of the Consumer Market of the Sverdlovsk region" is to ensure effective activities of state authorities in the field of the agro-industrial complex and the consumer market. To achieve this goal one should -improve the quality and safety of food products in the consumer market of the Sverdlovsk region; -increase consumer awareness and literacy on issues of quality assurance, food safety and protection of consumers; -diversify, improve quality and raise competitiveness of food produced in the Sverdlovsk region; -develop multi-format trade; -ensure integrated development of rural areas.
As part of the municipal structure of the Sverdlovsk region, 94 municipalities were formed within the boundaries of administrative-territorial units by January 1, 2020. They include 68 urban districts and 5 municipal districts, which consist of 5 urban settlements and 16 rural settlements. The paper gives an analysis of the consumer market of rural territories based on the above municipalities.
The methodology includes a SWOT analysis and an analysis of the most important indicators of the consumer market of rural areas in dynamics. Table 1 presents a SWOT analysis of the consumer market to identify strengths and weaknesses of the development of the consumer market in rural areas, as well as opportunities and threats. 1. Low solvency of part of the population, especially in areas remote from the regional center.

2.
A steady positive trend in the development of the consumer market industry in the Sverdlovsk region.
2. Lack of qualified specialists, high turnover of personnel, weak motivation of staff to be in the profession, low level of wages.
3. High saturation of the market with food of local production and processing, as well as agricultural products.
3. Presence of hard-to-reach remote areas. 4. Regional support programs for catering enterprises providing services to socially vulnerable segments of the population of the Sverdlovsk region (from the regional budget).  1. Development of a system of quality control, safety control of raw materials, food products and services.
1. Territorial asymmetry in the development of municipalities, especially remote and rural territories.
2. State support (methodological, organizational, financial ones) of public catering enterprises providing services to socially unprotected segments of the population of the Sverdlovsk region.
2. The dependence of social enterprises in concluding contracts for the supply of products and the provision of services on the fundamental criterion of "price," which significantly affects the quality of goods (services).

Further development and improvement of the network of consumer market enterprises.
3. Penetration into the market of counterfeit, lowquality products 4. Development of transport infrastructure. 4. Increasing rural outflows to cities or more socioeconomically developed areas.
The SWOT analysis reveals a number of weaknesses and threats in the consumer market of rural territories of the Sverdlovsk region. Rural territories of the Sverdlovsk region are quite complex for the development of the consumer market. However this analysis shows that the development of multi-format infrastructure of the consumer market will eliminate the unevenness of the industry in municipal areas, the special manifestation of which is recorded in remote and inaccessible settlements.  The analysis of such indicators as 'retail turnover (without small businesses)' and 'the total volume of all food products sold within the boundaries of the municipal district during the financial year' shows positive dynamics, which indicates the sustainable development of the consumer market. The number of retail facilities has slightly decreased, which is caused by the outflow of rural residents to cities and other areas. The number of catering facilities has increased, which proves that the public catering services are in demand. The indicator 'public catering turnover (without small businesses)' shows positive dynamics, which indicates sustainable development of the consumer market and confirms the conclusion of Table 5.  The indicator 'hard drinks sales to the population' has significantly reduced, which may indicate the effectiveness of the government social policy.  Such indicators as 'amount of consumer service facilities' and 'amount of chairs in hairdresser's/ barber's' show a slight decrease in the number of facilities.  Per capita indicators in rural areas are lower than the ones in urban areas. This proves a lower living standard of rural residents.

Conclusion
The consumer market of rural areas is an integral part of rural economy. Its sustainable development ensures developing rural areas, improving quality of life of rural residents, and contributes to the development of the agro-industrial complex. Retail and catering industries show positive dynamics. This fact indicates a stable development of the consumer market. The Sverdlovsk region shows the following trends in developing consumer services, typical of the Russian Federation on the whole: -a gradual decrease in demand for a number of traditional consumer services, which are supplanted by the increased technological equipment of the household. The analysis of the consumer market in terms of consumer services in rural areas of the Sverdlovsk region shows that the structure of consumer services is still dominated by consumer services of the traditional type. The consumer markets, aiming at the high-income segment of services based on the desire to improve the quality of life, mobility and rational use of free time, are not expanding in rural areas. This also indicates the existing problems in the field of consumer services, such as: a poorly developed infrastructure of consumer services, a shortage of a fixed network of consumer services in rural areas, a low level of development of mobile forms of service provision; an undeveloped system of inter-municipal relations of consumer service organizations in carrying out joint projects that contribute to the development of the consumer services market; a lack of qualified personnel in the field of consumer services, the lack of prestige of consumer service professions.