SHOPPING MALLS AND NEW CONSUMER BEHAVIOR IN MODERN ECONOMIC CONDITIONS

Abstract

The article comprehensively examines and analyzes the transformation of consumer behavior under the current economic challenges facing Ukraine and its direct impact on the functioning, competitiveness, and development of shopping and entertainment centers. Particular attention is paid to changes in consumer decision-making patterns under conditions of economic instability, wartime risks, inflationary processes, increasing uncertainty, transformations in household income structures, and intensified competition between offline and online retail formats both in Ukraine and internationally. The study analyzes the key factors shaping new consumer trends, including the digitalization of society, the rapid development of e-commerce, the widespread use of mobile technologies and social media, changing consumer spending priorities, increased price sensitivity, and consumers’ growing focus on practicality, safety, service quality, and the emotional value of purchases. The research establishes that modern shopping and entertainment centers are gradually changing their traditional role and transforming into multifunctional next-generation spaces that integrate shopping, gastronomy, entertainment, leisure, cultural events, educational initiatives, and social interaction. The study substantiates that, under conditions of economic crisis, shopping and entertainment centers are compelled to adapt to evolving consumer expectations by creating a positive customer experience, developing omnichannel services, personalizing communications, implementing digital technologies, utilizing data analytics, and applying modern marketing tools. Particular attention is given to the importance of emotional marketing, customer loyalty programs, partnership development, and the creation of additional value for visitors. The article proposes practical recommendations for adapting the marketing strategies of shopping and entertainment centers to contemporary market conditions, focusing on strengthening their digital presence, enhancing customer orientation, building long-term relationships with consumers, and ensuring sustainable development, competitiveness, and the successful evolution of shopping and entertainment centers in a rapidly changing external environment.