FORMATION OF THE ENTERPRISES` MARKETING MIX IN THE CONDITIONS OF THE WAR
Abstract
The article is devoted to the topical issues of forming the marketing mix of enterprises in the conditions of martial law. The article emphasizes the importance of marketing activities for the stable functioning of enterprises and business as a whole. It is noted that marketing activity is a guarantee of the stable position and success of enterprises in the market. The state of marketing activity of enterprises in modern conditions is analyzed. It was determined that marketing activity changed significantly during the war, the costs of its development decreased, as the total number of enterprises in the country decreased or partially ceased to function. IT companies proved to be the most stable due to the experience of adapting work to the online mode even during the COVID-19 crisis. Enterprises of the agro-industrial complex and enterprises of the entertainment sector found themselves in the most difficult conditions. However, enterprises are gradually starting to resume their work and, accordingly, develop their marketing mix. At the same time, their marketing activity and directions of its development directly depend on the needs of consumers, their desires and motives for behavior on the market. An online study of the purchasing behavior of consumers under martial law conditions was carried out, which made it possible to determine the main changes that occurred in the consumer purchasing habits and in their values. Thus, it has been investigated that consumers have become more rational and more economical when it comes to purchases. Convenience goods and medicines are in the greatest demand. The purchase of specialty and luxury goods occupies the last positions in the priorities of consumers. The greatest value for consumers now is the safety and health of relatives and loved ones. A significant part of the respondents choose the online shopping format instead of offline, especially when it comes to the purchase of shopping goods. In addition, buyers noted that recently they actively began to buy products of domestic manufacturers, they are ready to support Ukrainian enterprises and products made in Ukraine, and are also interested in active communication with trademarks and brands. Respondents noted that it is important for them to feel supported and cared for by their favorite trademarks and brands. Based on the results of the conducted research, recommendations are provided for improving the development of the elements of the marketing mix of enterprises during the martial law.
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