PECULIARITIES OF HOUSEHOLD CONSUMER BEHAVIOR IN THE FOOD MARKET OF UKRAINE DURING THE FULL-SCALE INVASION

Анотація

Abstract. The article is devoted to the study of consumer behavior of Ukrainian households under martial law. The significance of the functional role of households in the economic system of society is revealed. Features of the formation of consumer demand for food products are outlined. Changes in the consumer behavior of households that were caused by the full-scale invasion of Russia are outlined.

The first and most significant trend of this period is the reduction of household expenditures on food products. Current food insecurity was largely due to lack of access to food and low purchasing power.

At the same time, the results of the researches conducted by the World Food Program were analyzed. According to the researches, sources of household income during the war were analyzed. The use of survival strategies by households and the lack of food security at the beginning of the war are analyzed. It was found that households mostly made food purchases in cash, consumed products of their own production and bought on credit. According to the results of the study, the vast majority of households preferred less desirable and less expensive foods and had to reduce the size of food portions in order to stretch the available food for a longer period. It is noted that more than one in three surveyed households reported that at the time of the survey they had been displaced from their place of residence due to the war. The article also analyzes the results of a study conducted by Gradus Research Company on the study of consumer behavior of Ukrainians during the 10 months of the full-scale invasion. According to the data of this study, it was established that the consumer behavior of households had become more rational. The low purchasing power of households led to a decrease in impulse purchases and the purchase of cheap products. It is also worth noting the growth in demand for Ukrainian brands since the beginning of the full-scale invasion.

Keywords: household, food market, consumption, consumer behavior, household consumer behavior.