BEHAVIOR RESEARCH OF UKRAINIAN CONSUMERS ON THE GOODS FOR ACTIVE RECREATION MARKET IN THE WAR CONDITIONS

Abstract

The article is devoted to the Ukrainian consumers behavior research in the goods for active recreation market in the war conditions. A number of conducted research on changes in consumer behavior under uncertainty conditions, starting from the times of the COVID-19 pandemic till nowadays martial law conditions, are analyzed. The main trends observed in consumer behavior are highlighted, in particular the rationalization of demand and prioritization of purchases, as well as the support of Ukrainian manufacturers and brands. The main categories of goods, the demand for which has not changed, as well as the categories of goods on which Ukrainians began to save significantly, avoiding their consumption, are highlighted. An analysis of the market of goods for active recreation was carried out, the main trends observed in this market and their influence on the formation of demand were outlined. On the basis of the conducted analysis, the main types of consumers of goods for active recreation that exist on the market were formed. A list of the main expectations of consumers of goods for active recreation is given, in particular the environmental friendliness of goods, cheaper prices and the expansion of the assortment to the pre-war level. The need for marketing research on the market of goods for active recreation is emphasized in order to understand consumer needs and requirements, identify the advantages and disadvantages of competitors, and determine the optimal strategies for selling and promoting products in today's unstable conditions. Marketing research was conducted using a questionnaire among consumers of the chain of stores for outdoor goods "Gorgany". The results of the survey showed a significant demand in this segment of the market, made it possible to identify the main categories that are in high demand among consumers, and to determine the factors that are decisive when making a purchase. The obtained data will allow the company to change its marketing policy, expand and supplement the assortment of goods, review the general level of prices for goods. Based on the results of the survey, the main proposals for Ukrainian stores and manufacturers of goods for active recreation were formed to satisfy demand and retain consumers.