Напрями відновлення маркетингової діяльності та трансформації моделей поведінки споживачів у повоєнному періоді: проблеми врахування регіонального аспекту

Abstract

The purpose of the article is to summarize the problems and identify the priority directions for resumption of marketing activities and for transforming consumer behavior patterns in the post-war period, taking into account the uneven socioeconomic losses of Ukrainian regions. The article reviews the main currently available data on the negative consequences of the Russian invasion for the Kharkiv region, summarizes the national and regional differences in the reduction of marketing activities and the transformation of consumer behavior patterns in the context of wartime and post-war recovery. It is proved that the prospects for the resumption of marketing activities in the most affected regions of Ukraine depend on the success of the situation at the front line and the terms of resolving the military conflict. The basic principles of resumption of marketing activities of enterprises in a situation of war and post-war recovery are generalized, such as finding ways to attract additional financial assistance from international donors, governments of other countries and non-governmental organizations; participation of enterprises in the economic recovery projects at the level of individual territorial communities; establishing a mechanism for reimbursement of costs (at least part of them) for business recovery and launching new business initiatives on the basis of both the State and the local budgets; search for new methods of promoting goods and services that more fully meet the needs of consumers changing under the influence of war; intensification of the use of non-classical types of marketing, implying lower costs with a sufficiently significant return; adaptation of marketers to reduce and reorient demand, as well as the transformation of traditional models of consumer behavior. It is noted that the usual models of consumer behavior, especially in the most affected regions of Ukraine, have undergone a significant transformation, and their gradual recovery will depend on the growth of incomes and living standards of the population and the formation of effective demand, as well as on the efforts of marketers aimed at finding new, more effective and less costly communications.