CHANGES IN CONSUMER MARKETS UNDER THE INFLUENCE OF POST-PANDEMIC COVID-19
Abstract
The article analyzes the changes taking place in consumer markets under the influence of the post-pandemic COVID-19, with the aim of restructuring and adapting the enterprises business processes to today's challenges. An analysis of the latest scientific research and publications was carried out, as a result of which it was found that consumer behavior and business adaptation during the pandemic have so far been researched and analyzed. However, the issue of consumer trends and behavior in consumer markets in the post-pandemic period remains unsolved. As a result of the conducted research, the main features of the modern consumer, who has changed from "demonstrational" to "rational", is "always in touch", expects positive emotions from visiting a store, wants fast and easy online shopping, and also sets new requirements for brands and businesses in the field of environmental, social and corporate responsibilities. It has been proven that consumers have a significant influence not only on the marketing system of enterprises, but also on the formation of the market structure, changes in the production and economic activity of enterprises, and their market share. The change in the share of online sales during the pandemic period and in the post-period was studied, which emphasizes the need for business to go online, since the impact of digitalization on consumers and business dictates new conditions for the penetration and presence of enterprises online. It was found that the provisions of the sustainable development concept, implemented in the enterprise’s activities, go beyond business statements about the mission and values, and they began to implement the provisions of the sustainable development concept in such areas as strategic planning, marketing, internal communications and processes. The necessity of implementing ecologically sustainable practices in the supply chain of the enterprise due to its negative impact on the environment is emphasized. The analysis of recent studies made it possible to highlight the main trends that have formed in the consumer markets in the post-pandemic period and present them in a consolidated table.
References
Мащак Н.М., Довгунь О.С. Зміна споживчої поведінки в умовах нової реальності. Сучасний маркетинг: тренди, інновації, інструменти : монографія. Київ, 2021. С. 287–297.
Грицюк Н.О., Сак Т.В. Вплив пандемії COVID-19 на світову економіку. Економічний простір. 2021. № 165. С. 33–38.
Mashchak N.M., Dovhun O.S. Formation conditions of the consumer loyalty during a pandemic. Actual issues of modern development of socio-economic systems in terms of the COVID-19 pandemic : scientific monograph. Sofia: VUZF, 2021. Р. 209–228.
Росохата А., Летуновська Н., Макерська В., Кропива В. Поведінка споживачів у цифровому середовищі під впливом пандемії COVID-19: важливість фактору здоров’я та транспарентності бізнесу. Вісник економіки. 2021. Вип. 3. С. 98–109. DOI: https://doi.org/10.35774/visnyk2021.03.098
Філатова Л.С., Благодир Л.М., Франчук К.І. Прогнозування поведінки споживачів та визначення її основних трендів під час пандемії COVID-19. Економіка та суспільство. 2021. Вип. 32. С. 99–106.
Звіт Fedex про тенденції в торгівлі на 2021 рік. URL: https://www.fedex.com/content/dam/fedex/eu-europe/campaigns/h1-2020/trends-report/fedex_trade_trends_report_uk-ua.pdf
П’ять споживчих трендів, які змінюють ринок. URL: https://home.kpmg/ua/uk/home/media/press-releases/2021/11/pyat-spozhyvchykh-trendiv-yaki-zminyuyut-biznes.html
E-commerce increase due to COVID-19 in Europe 2020-2021. URL: https://www.statista.com/statistics/1189076/covid-19-e-commerce-growth-europe-country/
Споживчі тренди, на які має реагувати кожен ритейл-бренд. URL: https://www.management.com.ua/tend/tend1355.html
These 6 trends are shaping the businesses of the future. URL: https://www.weforum.org/agenda/2022/02/market-trends-reshaping-business-success-forward-thinking/
The big challenges for supply chains in 2022. URL: https://www.weforum.org/agenda/2022/01/challenges-supply-chains-covid19-2022
Consumers respond to waves of disruption. URL: https://www.pwc.com/gx/en/industries/consumer-markets/consumer-insights-survey.html
Dovhun O.S., & Mashchak N.M. (2021) Zmina spozhyvchoi povedinky v umovakh novoi realnosti [Changing consumer behavior in the new reality]. Suchasnyy marketynh: trendy, innovatsiyi, instrumenty – Modern marketing: trends, innovations, tools. Kyiv. (in Ukrainian)
Hrytsyuk N.O., Sak T.V. (2021) Vplyv pandemiyi COVID-19 na svitovu ekonomiku [Impact of the COVID-19 pandemic on the global economy]. Ekonomichnyy prostir – Economic space, no 165, pp. 33–38.
Dovhun O.S., & Mashchak N.M. (2021) Formation conditions of the consumer loyalty during a pandemic. Actual issues of modern development of socio-economic systems in terms of the COVID-19 pandemic: scientific monograph. Sofia: VUZF.
Rosohata A., Letunovska N., Makerska V., Kropyva V. (2021) Povedinka spozhyvachiv u tsyfrovomu seredovyshchi pid vplyvom pandemiyi COVID-19: vazhlyvistʹ faktoru zdorovya ta transparentnosti biznesu [Consumer behavior in the digital environment under the influence of the COVID-19 pandemic: the importance of the health factor and business transparency]. Visnyk ekonomiky – Economic bulletin, no 3, pp. 98–109. DOI: https://doi.org/10.35774/visnyk2021.03.098
Filatova L.S., Blagodyr L.M., Franchuk K.I. Prohnozuvannya povedinky spozhyvachiv ta vyznachennya yiyi osnovnykh trendiv pid chas pandemiyi COVID-19 [Forecasting consumer behavior and determining its main trends during the COVID-19 pandemic]. Ekonomika ta suspilʹstvo – Economy and society, no 32, pp. 99–106.
Zvit Fedex pro tendentsiyi v torhivli na 2021 rik [Fedex Trade Trends Report 2021]. fedex.com Available at: https://www.fedex.com/content/dam/fedex/eu-europe/campaigns/h1-2020/trends-report/fedex_trade_trends_report_uk-ua.pdf (in Ukrainian)
Pʺyatʹ spozhyvchykh trendiv, yaki zminyuyutʹ rynok [Five consumer trends that are changing the market]. home.kpmg Available at: https://home.kpmg/ua/uk/home/media/press-releases/2021/11/pyat-spozhyvchykh-trendiv-yaki-zminyuyut-biznes.html (in Ukrainian)
E-commerce increase due to COVID-19 in Europe 2020-2021. statista.com Available at: https://www.statista.com/statistics/1189076/covid-19-e-commerce-growth-europe-country/
Spozhyvchi trendy, na yaki maye reahuvaty kozhen ryteyl-brend [Consumer trends that every retail brand should respond to] management.com Available at: https://www.management.com.ua/tend/tend1355.html (in Ukrainian)
These 6 trends are shaping the businesses of the future. weforum.org Available at: https://www.weforum.org/agenda/2022/02/market-trends-reshaping-business-success-forward-thinking/
The big challenges for supply chains in 2022. weforum.org Available at: https://www.weforum.org/agenda/2022/01/challenges-supply-chains-covid19-2022
Consumers respond to waves of disruption. pwc.com Available at: https://www.pwc.com/gx/en/industries/consumer-markets/consumer-insights-survey.html
