CONSUMER BEHAVIOUR STABILITY AND STRATEGIC ADAPTATION OF ENTERPRISES IN THE UKRAINIAN ELECTRONICS MARKET UNDER MARTIAL LAW

Abstract

The article is devoted to an in-depth study of the stability of consumer behaviour and directions of strategic adaptation of enterprises in the Ukrainian electronics market under martial law. Full-scale war is considered as a systemic economic and social shock that has caused a radical transformation of the structure of consumer needs, decision-making models and business functioning mechanisms. It is argued that despite the decline in real incomes, inflationary processes and general economic instability, the electronics market is demonstrating relative stability, which is not temporary but structural in nature. It has been proven that the key reason for the preservation of demand is a fundamental change in the role of technical and digital goods, which have moved from the category of secondary or desirable consumption to the category of basic means of subsistence necessary for maintaining communication, access to information, financial transactions, state digital services, and the organisation of remote work and learning. The article analyses the transformation of consumer motivations, taking into account the psychological aspects of behaviour under prolonged stress, the growing importance of security needs, and the spread of ethical consumption, which reinforces the role of trust, reputation and social responsibility of companies. Special attention is paid to e-commerce as a key sales channel that ensures continuity of consumption in conditions of limited mobility of the population, relocation of households and restructuring of logistics processes. The main directions of strategic adaptation of electronics market enterprises are identified, in particular, a change in assortment policy with an emphasis on energy-independent products, the development of omnichannel sales models, strengthening the role of service, loyalty programmes and financial instruments aimed at reducing consumer price sensitivity. It is summarised that the combination of digital transformation, flexible product portfolio management and a focus on practical value for the consumer forms the basis of an adaptive strategy for enterprises and ensures their relative competitiveness during a period of prolonged military and economic instability.