TRENDS IN CHANGING CONSUMER BEHAVIOR DURING CRISIS PHENOMENA IN THE ECONOMY OF UKRAINE AND EUROPEAN COUNTRIES

Abstract

The article is devoted to the current issues of changes in the market situation, in particular during the crisis processes exacerbated by the global Covid-19 pandemic and Russia's aggression against Ukraine. The purpose of the study was to compare the consequences of these two crises and to summarize the conclusions regarding the way out of the situation that has developed at the level of consumer demand of individual consumers. In the researching papers of domestic and foreign sociological companies, in times of crisis, even in a market economy, the motivation of consumers undergoes changes. We separately analyzed how consumer behavior changed during the global coronavirus pandemic and during the large-scale invasion of the Russian Federation on the territory of Ukraine. The study of Ukrainian demand in statistical tables showed that the largest specific weight in the product structure of the retail turnover of Ukrainian enterprises was traditionally made up of food products and goods of daily demand. However, new trends in consumer attitudes of Ukrainians gradually appeared during the pandemic. A large number of consumers during this period limited their demand for luxury goods, leisure and those that are considered irrational demand goods. The same trends were shown by a study of consumer demand in the countries of the European Union. With the beginning of the Russian aggression in Ukraine, a new trend appeared – patriotic consumption. Support for Ukrainian manufacturers has been an important factor of choice for most Ukrainians ever since the beginning of Russia's full-scale war against Ukraine. Logistics problems and price increases due to the war in Ukraine have affected consumers in the Federal Republic of Germany. Almost half of the respondents fear that they will no longer be able to maintain their own standard of living due to the current rise in prices, and the majority of consumers will stop buying expensive brands, given the increase in retail prices of products, and they will buy goods from discounters more often. According to Swiss experts, a full-scale Russian invasion of Ukraine, accompanied by a sharp rise in oil prices this year, will have a direct and indirect negative impact on investments in construction. The article notes that the further development of military operations in Ukraine carries risks for the personal consumption of many European countries with a high level of economic development. Under the conditions of the continuation of hostilities in Ukraine, negative consequences are expected for many companies, which will also slow down the development of employment and income from business and property.