CONSUMER BEHAVIOR DURING ECONOMIC TRANSFORMATIONS: MARKETING ANALYSIS AND DEVELOPMENT TRENDS

Анотація

The article examines the characteristics of consumer behavior during periods of economic transformation and instability of the market environment. It is substantiated that modern economic processes, including fluctuations in household income levels, inflationary processes, military conflicts, changes in the structure of consumer demand, and increased competition among enterprises, significantly affect the formation of consumer behavior models. It is determined that under conditions of economic instability consumers tend to become more rational in making decisions regarding the purchase of goods and services, paying greater attention to the price–quality ratio, availability of promotional offers, service quality, and brand reputation. The study analyzes the main factors influencing consumer decision-making in crisis conditions, including economic, psychological, social, informational, and marketing factors. It is established that economic instability contributes to changes in the structure of consumer expenditures, increases price sensitivity, and strengthens the role of rational consumption. At the same time, such aspects as trust in brands, the quality of customer experience, the effectiveness of marketing communications, and the ability of enterprises to adapt to changes in consumer behavior become increasingly important. It is proved that the transformation of consumer behavior requires enterprises to revise their marketing strategies, strengthen customer orientation, and apply modern market analysis tools. The results of the study can be used to improve the marketing activities of enterprises and increase the effectiveness of managing relationships with consumers in conditions of an unstable economic environment.

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