MARKETING RESEARCH OF THE CONSUMER MARKET UNDER THE CONDITIONS OF MILITARY STATE: FEATURES AND PRIORITIES

Анотація

The article presents research on the consumer market in conditions of a state of war, revealing peculiarities in the formation of demand for security-related goods. A special approach to these goods is highlighted, as they, by their purpose and functions, cater to needs that are on the second level of Maslow's hierarchy, and their significance rapidly increases during periods of emergencies related to Russia's military aggression against Ukraine. The article demonstrates that the situation on the consumer market during the introduction of martial law significantly shifted the priorities of consumer behavior, placing the need for security and life support at the forefront, leading to a substantial increase in demand for security-related goods and services. The behavior of major participants in the consumer market is analyzed, where the contradictions in the "seller-consumer" system intensified even more in the conditions of martial law, negatively impacting the turnover of goods and the functioning of distribution channels. Considerable attention is given to pricing for security assortment goods as a special category, the possibilities of their acquisition by certain categories of the population with limited purchasing power, and the social responsibility of businesses in times of war. Priorities in marketing research on the market and its main subjects are identified and formalized, carried out in a step-by-step process of studying consumer needs for security assortment goods and sources of their supply, exploring the activities of competitors, and the possibility of a rational organization of the logistics chain for the delivery of these goods to end consumers. It is emphasized that research into consumer needs and ways to satisfy them becomes particularly relevant in times of emergencies. A general scheme of the marketing research process of the consumer market and its main subjects is presented in the context of changing or emerging new consumer needs. Based on the peculiarities of the situation that has arisen in the consumer market in conditions of a state of war, the significance of security-related goods themselves, the emergence of certain problems related to their search, selection, and supply, methodological aspects of marketing research for these goods and their logistical support are proposed, allowing for a more effective resolution of existing issues.  

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