MARKETING RESEARCH OF CONSUMER MOTIVATION FACTORS

Abstract

The article presents the results of a comprehensive marketing study of consumer motivational factors in the Ukrainian mobile communications market under the conditions of martial law, accelerated digitalization and transformation of user behavior. The analysis of scientific sources on consumer motivation in telecommunications made it possible to identify the key directions of contemporary research, including the interrelation between the categories “quality – satisfaction – loyalty”, the impact of innovative and digital drivers on consumer choice, as well as the growing importance of behavioral segmentation based on usage patterns and technological preferences. The study examines the dynamics of the Ukrainian telecommunications market, emphasizing changes in the penetration of mobile services, expansion of digital ecosystems and increasing demand for stable high-speed Internet. Special attention is paid to the shift in consumer priorities caused by wartime challenges, including reliability of communication, network resilience, transparency of tariffs, availability of digital services necessary for remote work, education and security. The main motivational factors influencing the choice of a mobile operator were identified: quality of connection, coverage stability, pricing policy, convenience of digital applications, brand reputation, social responsibility, and psychological trust in the operator. The empirical part is based on an online survey of 80 respondents, which confirmed the multidimensional nature of motivation: technical, economic and emotional motives simultaneously shape user decisions. Based on the obtained data, the study outlines a classification of Kyivstar subscribers by motivational segments typical for the telecom market: quality-oriented, price-sensitive, digital-focused and emotionally loyal consumers. The findings highlight the strengthening role of digital ecosystems, personalization of service packages and emotional branding as the main tools for increasing subscriber loyalty in the current environment. The article concludes that future consumer behavior in the Ukrainian telecom market will be determined by the integration of digital services, innovations in customer experience and the ability of operators to maintain stable communication infrastructure under external challenges.