BEHAVIORAL EFFECTS OF DEPOSITORS AND CHARACTERISTICS OF DEPOSIT OF THE UKRAINIAN BANKING INSTITUTE IN THE PERIOD 2019-2022
Abstract
The article is devoted to the peculiarities of depositing in the Ukrainian banking institute during 2019-2022. The main feature of these features is the growth of deposits against the background of the lack of necessary conditions for trusting banks during military operations in Ukraine in the period of 2022. The article analyzes a fairly new approach to analyzing the impact of the media field that banks are forming around themselves during 2019-2021 on the positive behavioral effects of depositors of various categories. The rotation by groups of depositors according to the size of the deposit is also quite interestingly illustrated. A detailed analysis of the redistribution of deposits by groups and their dynamics is given against the background of media indicators and analysis of topics for which banking institutions were present in the media. The main emphasis of the material is that there is no direct correlation between information on indicators of stability and exclusivity of conditions and deposits, but there is a clear connection between topics related to the profitability of the system, which is generated by the banking institution as a whole and the regulator (NBU). An important part of the gender research is the analysis and detailing of the media field of some banks, with the help of the data obtained in the company NOKs Fishes – data of the media audit of the banking market for 4 years. It was noticed that the banks wrote almost nothing about their indicators of reliability, liquidity, stress resistance and very little information about the state and conditions of deposit programs, betting in their media models on the informatization and digitization of services and maintenance. The total volume of such materials reached no more than 3%-8% of the total amount of bank materials. The most active in this direction were such banks as JSC CB PrivatBank, JSC OSHCHADBANK, JSC UKRGAZBANK, and in 2022 JSC UNIVERSAL BANK joined them. The case of ALFA-BANK JSC turned out to be bad, the result of which was the transfer of the bank's clients to other institutions in 2022 (figure 4), as well as not entirely "understandable" communications, both in quantitative terms and in terms of the confusion of the presentation of topics of JSC "OTP BANK", JSC "UKRGAZBANK", JSC "Ukreximbank", which correlates with the real deterioration of deposit indicators during the studied period.
References
Сайт Національно банку України. URL: https://bank.gov.ua/ua/news/all/metodichni-materiali-z-bankivskogo-naglyadu
Сайт Державного Фонду держмайна України. URL: https://www.fg.gov.ua/vkladnikam-i-kreditoram
Сайт Верховної Ради України. URL: https://zakon.rada.gov.ua/laws/show/z0845-01#Text
Сайт продуктів української компанії «НОКс фішес». URL: https://projects.noksfishes.info/#project
Васюренко О.В. Депозити як основне джерело заохочення коштів комерційними банками. Фінанси України. 2006. № 11. С. 88–92.
Лавров Р.В. Депозитна політика банку в сучасних умовах. Науковий вісник ЧДІЕУ. 2010. № 4 (8). С. 182–187.
Андрушків Т. Депозитна політика комерційного банку та напрями її вдосконалення. Українська наука: минуле сучасне, майбутнє. 2012. №. 17. С. 3–13.
Бушуєва І. Маркетингова стратегія банку з депозитних послуг. Вісник Національного банку України. 2002. № 1.
Павленко А.Ф., Войчак А.В., Примак Т.О. Маркетингові комунікації: сучасна теорія і практика : монографія. Київ : КНЕУ, 2005.
Daniel Kahneman, Amos Tversky. Choices, values, and frames. Cambridge: Cambridge University Press, 2000. 840 p.
Taleb, Nassim Nicholas. Fooled by Randomness: The Hidden Role of Chance in Life and in the Markets (англ.). New York: Random House, 2001/2005. — ISBN 0-8129-7521-9.
Сайт Національно банку України. URL: https://bank.gov.ua/ua/statistic/supervision-statist#1
Сайт Державної служби статистики України. URL: https://www.ukrstat.gov.ua/
Поведінкова та експериментальна економіка: опорний конспект лекцій. Тернопіль, 2016. URL: http://dspace.wunu.edu.ua/retrieve/51563/2%D0%BB%D0%B5%D0%BA%D1%86%D1%96%D0%B9.pdf
Солодухін С.В., Шайтанова Є.С. Сучасні підходи до аналізу впливу поведінкових факторів в управлінні економічними суб’єктами. Науковий вісник Ужгородського національного університету. 2017. Вип. 15, Ч. 2. С. 129–132.
Кривий В.І. Передумови виникнення поведінкової економіки. Науковий вісник Херсонського державного університету. 2016. Вип. 18, Ч. 1. С. 12–16.
Website of the National Bank of Ukraine. Available at: https://bank.gov.ua/ua/news/all/metodichni-materiali-z-bankivskogo-naglyadu
Website of the State Property Fund of Ukraine. Available at: https://www.fg.gov.ua/vkladnikam-i-kreditoram
Website of the Verkhovna Rada of Ukraine. Available at: https://zakon.rada.gov.ua/laws/show/z0845-01#Text
Site of products of the Ukrainian company "NOKS Fishes". Available at: https://projects.noksfishes.info/#project
Vasyurenko O.V. Deposits as the main source of funds promotion by commercial banks. Finances of Ukraine. 2006. No. 11. P. 88–92.
Lavrov R.V. Deposit policy of the bank in modern conditions. Scientific Bulletin ChDIEU. 2010. No. 4 (8). P. 182–187.
Andrushkiv T. Deposit policy of a commercial bank and directions for its improvement. Ukrainian science: past, present, future. 2012. No. 17. P. 3–13.
Bushuyeva I. Marketing strategy of the bank for deposit services.Bulletin of the National Bank of Ukraine. 2002. No. 1.
Pavlenko A.F., Voychak A.V., Primak T.O. Marketing communications: modern theory and practice: monograph. Kyiv: KNEU, 2005.
Daniel Kahneman, Amos Tversky. Choices, values, and frames. Cambridge: Cambridge University Press, 2000. 840 p.
Taleb, Nassim Nicholas. Fooled by Randomness: The Hidden Role of Chance in Life and in the Markets (English). New York: Random House, 2001/2005. — ISBN 0-8129-7521-9.
Website of the National Bank of Ukraine. Available at: https://bank.gov.ua/ua/statistic/supervision-statist#1
Website of the State Statistics Service of Ukraine. Available at: https://www.ukrstat.gov.ua/
Behavioral and experimental economics: basic outline of lectures. Ternopil, 2016. Available at: http://dspace.wunu.edu.ua/retrieve/ 51563/2%D0%BB%D0%B5%D0%BA%D1%86%D1%96%D0%B9.pdf
Solodukhin S.V., Shaitanova E.S. Modern approaches to the analysis of the influence of behavioral factors in the management of economic entities. Scientific Bulletin of the Uzhhorod National University. 2017. Issue 15, Part 2. P. 129–132.
Kryvyi V.I. Prerequisites for the emergence of behavioral economics. Scientific Bulletin of Kherson State University. 2016. Issue 18, Part 1. P. 12–16.
![Creative Commons License](http://i.creativecommons.org/l/by/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution 4.0 International License.