ДОСЛІДЖЕННЯ ПОВЕДІНКИ СПОЖИВАЧІВ В УМОВАХ СОVID-19 ТА ВПЛИВ НА НИХ ТРЕНДІВ МАРКЕТИНГУ – 2021

Abstract

The goal of the article is to explain consumers’ behavior in the conditions of the COVID-19 pandemic and impact of the marketing trends 2021 on them. Timeliness of the topic is justified by the necessity to study the consumers’ behavior caused by uncertainty and life risks due to COVID-19, which have produced the situation when producers are not able to control consumers of their commodities. The research confirms changes of the consumers’ needs before and during the COVID-19 pandemic, which are related with satisfaction of their essential demands. Such changes totally invert the Maslow's hierarchy of needs based primarily on satisfaction of personal physiological needs. In the pandemic conditions, self-expression is in last place and is completely ignored by some people, especially while being sick. The article describes marketing trends 2021, which influence the consumers’ behavior and particularly specifies challenges, live broadcast, situational marketing. In the conditions of the COVID-19 pandemic, the authors of the research recommend producers to pay more attention to online presence, effective feedback, flexibility in payments, and more available content. During the COVID-19 pandemic, consumers should support local brands, as it is more reasonable and effective to use available resources, stress on the finance saving. Considering the COVID-19 pandemic and basing on personal research and research of domestic and foreign agencies, the authors of the article give recommendation to producers and consumers. It is proposed for producers to increase the level of investments in online presence; maximum simplify the opportunity of feedback from consumers to producers; consider the emotional component for consumers; develop, and practically implement flexible variants of payments; increase the content in a shorter time. For consumers, it is recommended to support local enterprises; use the available resources more effective and rational; stress on personal financial savings. Prospects of the further research on the topic suggest evaluation of the level of loss at the market of essential products because of the COVID-19 pandemic.