Kondratyeva O.E.

Purpose. To identify and analyze factors determining the level of investment activity of the population, to specify criteria for their identification and assessment, to analyze methods and instruments of state regulation of the population’ economic behavior. Methods. The methodology of the scientific-research work is based on a systematic approach with the use of methods of analysis and synthesis, comparative studies, a combination of logical and historical, operation and development, induction and deduction, extrapolation and interpolation, structural-functional approach. Results and practical importance. The practical importance of this article is that the developed instruments of identification and assessment of factors can serve the basis for designing a model of government influence on the citizens' investment strategies. And certain provisions and conclusions can be used to improve the methodological basis for strategic management of the citizens’ investment behavior in the economic market. Scientific novelty. Factors defining the investment activity of the population are identified and systematized, also, potential consequences, identification and evaluation criteria are considered.