CHANGES IN THE CONSUMER RANGE IN UKRAINE UNDER THE INFLUENCE OF CRISIS SITUATIONS

Abstract

The article substantiates changes in consumer needs before and during crisis situations related to the global pandemic of the coronavirus disease and the war in Ukraine. Factors affecting the change in consumer assortment are considered. The types of changes likely to occur in the consumer assortment during crisis situations have been identified. It has been studied how the impact of crises is related to the satisfaction of the primary needs of people. The consumer attitudes of Ukrainians after the full-scale invasion were studied. It was determined that the market of consumer goods is a reflection of the economic situation in the countries, the development of the regions of the Polish-Ukrainian border, the success of the economic policy of the states, and also characterizes the state of socio-economic stability and food security. According to the observations of the company "Deloitte", it was found that the growth of online shopping has become a very important wartime trend for business. The need for rational and efficient use of available resources and preservation of finances is analyzed. A study of changes in the consumer assortment in crisis situations was conducted, where it was determined that a decrease in income encourages consumers to prefer cheaper goods and services, to refuse unnecessary purchases and to look for alternatives to branded goods. It was investigated that the choice of certain categories of goods and the activity of purchases were significantly influenced by the forced change of people's place of stay. It was found that crisis situations, especially war, always have a significant impact on all aspects of social life, including the consumer assortment, which during the war in Ukraine may in the future entail a number of changes, as crisis circumstances change consumption needs. It was revealed that the consumer assortment of Ukrainians has undergone significant changes since the beginning of the war due to the influence of circumstances, the economic situation in the state, and a change in priorities. It is concluded that crises can accelerate the development of technologies that open up new opportunities to satisfy consumer needs and change their habits.