TRANSFORMATION OF MARKETING STRATEGIES AND CONSUMER BEHAVIOUR IN UKRAINE DURING WAR

Abstract

The article examines the profound transformations in marketing strategies and consumer behaviour in the context of prolonged economic and social instability caused by war. The relevance of the topic is determined by the need to find effective solutions to preserve the functionality of business processes and adapt marketing approaches to the radically changed economic circumstances. The aim of the study is to identify the key directions of the evolution of marketing activities in Ukraine and to investigate changes in consumer behaviour that are persistent in the context of armed conflict. The methodological basis of the study was the systematic, analytical, comparative and structural-functional approaches, as well as methods of generalisation and interpretation of empirical data. In the analysis, logical-structural modelling was used to identify the relationships between external factors, business responses and new consumer practices. The results of the study indicate the growing role of digital communication channels, rapid adaptation to mobile platforms, the growing importance of the social mission of brands, and the intensification of regionalisation of marketing strategies, taking into account security, demographic and infrastructure conditions. Fundamentally new aspects of anti-crisis marketing have been identified, based not only on pragmatic goals, but also on empathy, transparency, and social responsibility. On the consumer side, there has been a shift towards basic needs, increased emotional sensitivity to brands, support for national producers, and the formation of new value orientations under the influence of crisis events. It has been established that the war has become a catalyst for the digital transformation of marketing activities, shaping a new consumer culture with an emphasis on trust, functionality and social solidarity. The practical value of the study lies in substantiating strategic approaches to marketing management in wartime, which can be used by Ukrainian enterprises to increase adaptability, strengthen customer loyalty, and form sustainable competitive advantages. The results obtained can also serve as a basis for updating the conceptual provisions of the theory of anti-crisis marketing, adapted to the conditions of military conflicts and large-scale socio-economic upheavals.