Global trends in the behavior of consumers of retail enterprises in the digital economy

Abstract

The purpose of the article is to identify the main changes that have taken place in the consumer behavior of retail enterprises under the influence of objective factors such as the transition to the digital economy, the crisis caused by the COVID-19 pandemic, and the transition of all businesses to new conditions of functioning. The authors present the directions of global changes in the motives, intentions, and means of purchase; identify the main drivers for the buyer in the new realities of retail trade. Based on the conducted primary and secondary researches features of consumer behavior both on a global, and regional scale are defined. The article reflects the changes in the channels of purchase of goods by category, as well as an assessment of the factors that cause feelings of consumer insecurity. The problems of Ukrainian trade enterprises are considered, taking into account the peculiarities of the behavior of Ukrainian consumers when making a purchase both physically and online. The problems that have arisen as a result of the COVID-19 pandemic are considered, and, taking into account the opinions of experts, conclusions are made on how retail companies will be able to adapt to the new conditions of the digital economy.