THE TRANSFORMATION OF CONSUMER BEHAVIOR AS A FACTOR IN BUSINESS ADAPTATION TO CONDITIONS OF ECONOMIC INSTABILITY
DOI:
https://doi.org/10.32782/2786-8273/2026-14-27Keywords:
consumer behavior, economic uncertainty, instability, marketing strategies, adaptation, crisis-response marketing, purchasing habits, transformation of the consumer market, rational consumption, adaptive marketing strategies, customer-oriented salesAbstract
Introduction. Economic instability, caused by a decline in production, inflationary processes and a reduction in consumption in the Ukrainian economy, significantly affects the business environment and marketing activities of enterprises. In such conditions, patterns and motives of consumer behavior change, which requires the use of new approaches to pricing, product assortment formation, promotion and sales. Understanding consumer behavior in times of crisis is an important task for marketers and advertising specialists. Purpose. The purpose of the article was to identify trends in consumer behavior in times of macroeconomic instability and to form marketing approaches for adapting enterprises to highly variable market conditions. Methods. The study is based on the application and combination of methods of statistical analysis, SWOT analysis of marketing adaptation of enterprises to economic instability, and systematization of marketing approaches for adaptation. Results. Economic instability primarily affects the reduction of the purchasing power of the population, the structure of consumer spending and the reduction of consumption of premium segment goods. In conditions of crisis, such patterns of behavior as rational consumption, "protective" consumption and "panic" purchases arise. Consumer spending depends on the level of inflationary processes in the Ukrainian economy. At the same time, the inflationary mood of citizens does not correspond to the actual increase in prices for various product groups. Conclusion. As a result of the study, it was concluded that enterprises apply the latest approaches to adapting marketing to economic instability. In response to economic instability and uncertainty, enterprises adapt their pricing policy, assortment and increase the purchase, production of goods under their own brands. Internet promotion and sales of goods is one of the most common marketing strategies for enterprises to adapt to modern conditions of high instability.
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