Formation of Consumer Expectations and Factors in the Choice of Restaurants in the Context of Martial Law

The article analyzes the current trends in the development of marketing activities of restaurant business enterprises in the context of digitalization and transformation environment. A comprehensive analysis of contemporary research conducted by domestic and foreign specialists in the field of marketing activities, restaurant business operations, and development has been conducted. The present study analyzes the dynamics of the restaurant business’s development in Ukraine under martial law. A decline in the number of establishments was observed in 2022, with a subsequent recovery that was characterized by gradual improvement in the 2023– 2024 period, particularly evident in the western regions of the country. In the context of mounting competition, evolving consumer preferences, and the volatility of the economic environment, marketing in the catering sector transcends its traditional role as a mere promotional instrument, metamorphosing into a pivotal strategic management component. This transformation encompasses branding, analytics, service policy, and digital communications. A particular focus is placed on the vegan food segment, as it is an innovative trend that is gradually gaining popularity among Ukrainian consumers. A comprehensive empirical study was conducted to ascertain the key motivational factors for the consumption of vegan dishes, the frequency of consumption, preferences and barriers to their choice, and expectations from the menu range. The study surveyed 150 respondents in Kharkiv. A comprehensive review of the extant literature reveals that the predominant factors influencing consumer preference are taste, health benefits, aesthetic presentation, and accessibility. Concurrently, the barriers to acceptance of new culinary traditions remain substantial, including but not limited to: limited awareness, distrust, and a general lack of interest. Consumer expectations regarding the introduction of vegan breakfasts, desserts, and local menu items are generalized, which opens up opportunities for innovative development of restaurant concepts. The study yielded a series of recommendations for the implementation of a vegan menu option. These recommendations include the following: menu labeling, the establishment of partnerships with local suppliers, the integration of gastronomic design principles, the utilization of digital communication channels, and the application of CRM technologies. The integration of vegan options within the restaurant industry necessitates a methodical approach, underpinned by a multifaceted strategy encompassing marketing instruments, ethical frameworks, and service innovations. The results of the study indicate a growing interest in healthy and ethical nutrition, which creates prerequisites for expanding the gastronomic offer and forming sustainable competitive advantages in the restaurant business.

Researching the actual state and prospects of Ukrainian business under martial law will help maintain a stronger economic rear, pay taxes, provide jobs and provide society with the necessary goods. The purpose of this study was to analyze changes in the purchasing behavior of consumers, as well as to investigate changes in the activity of Ukrainian clothing manufacturers that occurred with the beginning of hostilities. Empirical methods were used as a methodology to describe the general problem of the impact of the war on the purchasing behavior of consumers and the conduct of business by enterprises, and a survey of Ukrainian clothing manufacturers was conducted with the help of electronic tools on the subject of changes that occurred in their activities under the influence of the war. Theoretical research methods such as analysis, generalization, explanation and classification are used. The results of the study revealed the main problems faced by clothing manufacturers due to russia's military aggression and the change in consumer purchasing behavior, allowed to formulate prospects for their further development and assess the development of the industry in general. The practical application consists in the possibility of forming a strategy and a plan of further actions of clothing manufacturers based on the results obtained and the conclusions formed. The value of the research lies in the fact that studies of the state of Ukrainian business in general and on only certain indicators in certain industries have been carried out so far, so the obtained reliable data can be used by Ukrainian clothing manufacturers to adapt their activities to today's conditions and consumer expectations, contribute to strengthening the position of the Ukrainian manufacturer on the market not only in Ukraine, but also abroad.

The priority directions for the development of social responsibility for the Ukrainian gas station market under martial law and saturated competitive environment have been studied. A nationwide empirical study with a sample of 1,007 respondents was conducted to identify consumer expectations regarding gas station social initiatives. Four priority areas were identified: support for medical institutions (27.7%), support for the Armed Forces of Ukraine (24.5%), educational initiatives (14.6%) and environmental projects (12.9%). A low level of consumer awareness of CSR initiatives of gas stations (14.9%) was established with a positive attitude towards social responsibility (52.3%). An algorithm for implementing CSR strategies for medium-segment gas station market companies was developed, which includes five stages of implementation. A complex of flagship programs was proposed and the optimal CSR budget of 2.5% of company revenue was scientifically substantiated. The research methodology is based on a quantitative approach using online surveys with a structured questionnaire. The target audience was defined as adult citizens of Ukraine aged 18+ with experience in using gas station services in the last 6 months. Sample formation was carried out according to the principle of convenience sampling with elements of quota selection by key demographic characteristics. Data collection was carried out over a month period, which allowed covering a representative sample of respondents and ensuring the quality of the obtained data. The obtained results demonstrate that Ukrainian consumers form a new paradigm of attitude towards corporate social responsibility under martial law conditions. More than half of respondents (52.3%) consider social responsibility important or very important, which creates a powerful foundation for developing this direction as a competitive advantage. At the same time, a critically low level of awareness (only 14.9% are well aware of gas station social initiatives) and a moderate level of trust (44.7%) indicate systemic problems in communication strategies and transparency of company reporting. Consumer readiness to financially support social initiatives through higher fuel prices was found to be limited but existing. The largest group of respondents (32.1%) is ready to pay extra up to 5%, which indicates understanding of the need for social projects while maintaining economic feasibility. The social activity of gas stations has a noticeable impact on consumer loyalty, although it is not a determining factor. The practical value of the article lies in providing science-based recommendations for developing effective CSR strategies for Ukrainian gas station companies, which can serve as a tool for increasing competitiveness in saturated market conditions and strengthening consumer loyalty in crisis periods.

Methods. The results were obtained through comprehensive application of comparative analysis and systemic modeling methods when studying the digital transformation of banking products in the financial services market of Ukraine. The research included empirical study of user behavior regarding digital banking services, analysis of successful practices in implementing digital solutions in the banking sector, and structural-functional analysis of existing digitalization models. Results. The study revealed that the Ukrainian banking sector is actively implementing digital technologies and adapting to conditions of global financial market transformation. Four basic models of digital transformation of banks were identified, differing in organizational structure and strategic orientation. It was established that the main drivers of digitalization are changes in consumer expectations, competitive pressure from the fintech sector, and recommendations of regulatory authorities. The study found that the most active users of digital banking products are young people who are actively adopting new ways of interacting with financial services. Critical challenges remain in the areas of cybersecurity, synchronization of digitalization rates across different banking groups, and lack of professional competencies. Novelty. For the first time in Ukrainian scientific practice, a comprehensive analysis of the impact of martial law on banking sector digitalization processes was conducted, demonstrating unique adaptation mechanisms of Ukrainian banks to extreme conditions. The system of interaction between global digitalization trends and local challenges of the national market was substantiated. A methodological approach to assessing the effectiveness of different digitalization models in an unstable environment was developed. Practical value. Proposals were formulated for optimizing digital transformation strategies of banking institutions, taking into account the specifics of the Ukrainian market and requirements of European integration. The research results can be used by the banking sector to determine development priorities, by regulatory authorities to formulate appropriate policies, and by the scientific community for further research in this field.

Abstract. The purpose of the article is to define in a modernist sense the directions of using elements of national authenticity as tools of cultural identification of Ukrainian brands, with their further promotion and positioning on the domestic and international markets. The tasks of the article were: to justify the need to use elements of national authenticity in the conditions of martial law; identify consumer expectations from brand communications in the specified conditions; to investigate the peculiarities of using Ukrainian identities in advertising and brand design cases; evaluate positive business cases of Ukrainian brands in the context of cultural and ethnic positioning; analyze advertising and situational creatives for relevance; to offer a set of identification tools for the formation of programs of recognition, consumer loyalty and differentiation in the market. When writing the article, the following research methods were used: abstract-logical (when forming the concept of using elements of national authenticity as tools of cultural identification of Ukrainian brands); systematization and epistemological method (when assessing the identity of well-known global brands); statistical methods of data processing, methods of grouping and comparison, analytical methods (for evaluating the dynamics of the value of brands); methods of content analysis and Internet monitoring (to determine the effectiveness of the positioning of Ukrainian brands). The scientific novelty of the obtained results lies in the further deepening of theoretical provisions, the development of scientific and methodological foundations and practical recommendations for the further improvement of management processes for the implementation of elements of national authenticity in brand positioning. The specific scientific results characterizing the novelty of the conducted research are as follows: the situationally relevant scientific approach to the formation of brand identification programs, "rebuilding" from competitors and differentiation on the market has been improved; the algorithm for evaluating consumer expectations in brand communications was further developed. The practical significance of the obtained results is that the main theoretical propositions, generalizations and conclusions made by the authors have been brought to the level of specific methods and practical recommendations regarding: increasing the importance of the socio-cultural role of the brand and its integration into the common political and socio-economic context and the formation a positive image of a Ukrainian brand that shares the values of its customers. Key words: national authenticity, Ukrainian brands, cultural identification, brand strategies, identity, consumer behavior, consumer loyalty.

Under the conditions of unprecedented war­time social and economic upheavals, restarting activities is considered not just as a factor in the development of modern trade enterprises, but as an indispensable condition for their survival in extreme reality. Adapting to new realities in the field of trade is possible only on the basis of under­standing the changes taking place in Ukrainian society. The aim of the article is to identification of determinants of consumer behavior that gene­rate key trends in retail development under war­time conditions. General scientific methods of analysis and synthesis, deduction and induction, logical generalization, systematization and com­parison, SWOT analysis were used in the paper. The state of retail development under the condi­tions of martial law in Ukraine was studied in the context of modern threats and opportunities, strengths and weaknesses. In order to form an idea of modern retail trends, consumer behavior in retail was studied from various angles and a range of problems that concern the modern consumer were outlined. The characteristics of goods for which the buyer is ready to overpay and consumer priorities in favor of purchasing domestic goods have been identified. The methods of delivery of goods acceptable to buyers and the attitude of Ukrainians to new brands have been determined. A change in the emphasis of consu­mers in favor of cheaper goods, an increase in rationality in the purchase of goods and a shift in consumer expectations from trade enterprises in the direction of socially responsible behavior were noted. The complex realities of war caused colossal damage to retail activity in Ukraine, but at the same time – opened a portal of oppor­tunities for its transformation in the direction of awareness and consideration of modern deter­minants of consumer behavior, establishment of a constructive dialogue with the consumer and effective response to current market challenges.