ВПЛИВ КРИЗ НА МАРКЕТИНГОВЕ ЦІНОУТВОРЕННЯ ТА ПОВЕДІНКУ СПОЖИВАЧІВ

Анотація

Formulation of the problem. Marketing pricing is formed in an environment of constant instability caused by economic, environmental, social, technological, and political crises. Under such conditions, traditional approaches to pricing lose their universality, and consumers perceive price as a marker of ethics, responsibility, and trust in the brand. The aim of the research is to identify the directions of influence of crisis phenomena on marketing pricing and consumer behavior, to determine the directions of adaptation of enterprises' pricing strategies to conditions of constant uncertainty, taking into account ethical, social, and reputational factors. The оbject of the research is the processes that reflect the impact of crisis phenomena on marketing pricing and consumer behavior. The methods of the research. The study is based on a systematic analysis of literary sources, classification of crises by source of origin, comparative study of cases, and generalization of empirical data. The hypothesis of the research. It is assumed that in conditions of complex crises, pricing is transformed from a purely economic instrument into a strategic mechanism for forming value, trust, and consumer loyalty. The statement of basic materials. The impact of crises on marketing pricing and consumer behavior is substantiated. Economic crises increase price sensitivity and demand for affordable offers, environmental crises shape willingness to pay a premium for sustainability, social crises reinforce the role of the ethical component of price, technological crises lead to the commercialization of security and privacy, and political crises stimulate patriotic consumption and reputation-based pricing. The originality and practical significance of the research lies in the possibility of using the results to develop flexible and crisis-resistant pricing strategies for enterprises, adapted to conditions of uncertainty. Conclusions and perspectives of further research. It is summarized that crises of various nature comprehensively transform the marketing pricing system, changing its economic and content dimensions. Prospects for further research are related to the quantitative analysis of the impact of crises on demand elasticity, as well as the development of adaptive pricing models that take into account psychological and reputational factors, particularly in the context of Ukraine's post-war economic recovery.

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