ASSESSMENT OF THE INVESTMENT ATTRACTIVENESS OF RETAIL TRADE UNDER CRISIS CONDITIONS
Abstract
The article provides a comprehensive analysis of scientific approaches to assessing investment attractiveness, with a focus on the retail trade sector. Investment attractiveness is understood as a multidimensional characteristic of an investment object that integrates economic performance indicators, risk parameters, and institutional and managerial conditions influencing the feasibility and efficiency of capital allocation. The study examines classical and modern methods of assessment, including indicator-based, risk-oriented, and managerial approaches, analyzing their strengths and limitations under conditions of economic turbulence, crises, and uncertainty. Particular attention is given to the relationship between the concepts of investment attractiveness and the investment climate, emphasizing the role of institutional factors, the quality of property rights protection, and the business environment in shaping investment decisions. The sectoral specificity of retail trade is highlighted, considering factors such as consumer purchasing power, logistics and digital infrastructure, regulatory environment, and sensitivity to crisis shocks including war, inflation, exchange rate fluctuations, and migration processes. The analysis shows that retail trade enterprises exhibit an increased risk profile under such conditions, which necessitates adaptation of traditional assessment methods. The article substantiates the relevance of an integrated approach that combines quantitative indicators, risk evaluation, and analysis of managerial effectiveness. A generalized methodological framework is proposed, enabling a comprehensive evaluation of investment attractiveness in retail trade, accounting for financial efficiency, sectoral characteristics, institutional and managerial aspects, and resilience to crisis challenges. The study concludes that such an integrated approach provides a more accurate and practical tool for guiding investment strategies and supporting sustainable development in dynamic and uncertain economic environments.
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