STATE AND PROSPECTS OF UKRAINIAN CLOTHING MANUFACTURERS AND BUSINESS IN GENERAL IN THE WAR CONDITIONS

Анотація

Researching the actual state and prospects of Ukrainian business under martial law will help maintain a stronger economic rear, pay taxes, provide jobs and provide society with the necessary goods. The purpose of this study was to analyze changes in the purchasing behavior of consumers, as well as to investigate changes in the activity of Ukrainian clothing manufacturers that occurred with the beginning of hostilities. Empirical methods were used as a methodology to describe the general problem of the impact of the war on the purchasing behavior of consumers and the conduct of business by enterprises, and a survey of Ukrainian clothing manufacturers was conducted with the help of electronic tools on the subject of changes that occurred in their activities under the influence of the war. Theoretical research methods such as analysis, generalization, explanation and classification are used. The results of the study revealed the main problems faced by clothing manufacturers due to russia's military aggression and the change in consumer purchasing behavior, allowed to formulate prospects for their further development and assess the development of the industry in general. The practical application consists in the possibility of forming a strategy and a plan of further actions of clothing manufacturers based on the results obtained and the conclusions formed. The value of the research lies in the fact that studies of the state of Ukrainian business in general and on only certain indicators in certain industries have been carried out so far, so the obtained reliable data can be used by Ukrainian clothing manufacturers to adapt their activities to today's conditions and consumer expectations, contribute to strengthening the position of the Ukrainian manufacturer on the market not only in Ukraine, but also abroad.

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