CONSUMER PURCHASING BEHAVIOR UNDER MARTIAL LAW AND THE MARKETING POLICY OF PRODUCERS

Abstract

The article examines the stages of consumer decision-making regarding the purchase of goods, works, or services, as well as the tasks of marketing departments at each of these stages. In the relationships between buyers, producers of goods, works and services, and society as a whole, there is a constant search for common ground where the interests of these three market participants intersect. The essence of these relationships and their outcomes is characterized by the concept of “social marketing,” which has been explored by classic marketing theorists such as P. Kotler, J.-J. Lambin, and others. The novelty of this publication lies in the author's analysis of certain directions in the transformation of domestic social marketing as it responds to changes in potential buyer behavior resulting from Russian aggression. The war, along with its extraordinary and mobilization measures, has influenced both the nature of citizens' needs and their ability to fulfill them. Significant shifts have occurred in the social structure of Ukrainian society. Changes in the social status of market participants have affected their consumer behavior. Luxury consumption has declined, while the middle class and the poorest segments of the population have suffered considerable material losses, leading to an increase in the number of recipients of humanitarian aid. As a result, a large portion of the population has switched to a savings mode, returned to consuming cheaper, substitute products, and is willing to accept lower prices — and, accordingly, lower quality. In this situation, producers are forced to look for ways to maintain their market positions by increasing the appeal of their products through non-price methods. New and previously underestimated public groups have emerged or strengthened in their influence on consumers, such as the volunteer movement, law enforcement agencies, and individual military units. Thus, entrepreneurs must pursue cooperation with these structures, which are characterized by features of civil society. Public attitudes toward information sources have also changed; formerly respected opinion leaders have lost public trust, necessitating the search for new communication channels. The nature of customer service is evolving, and the search for the most effective sales platforms using digital age tools continues. Overall, professionals face the global challenge of developing new methods for promoting their goods, works, and services in the market, and forming an attractive image of the company and its offerings. Solving this problem must be accompanied by continuous monitoring of the interests and capacities of the consumer market, as well as ongoing improvement of producers’ marketing strategies.