MICROECONOMIC MODELING OF CONSUMER BEHAVIOUR IN THE FOOD MARKET OF UKRAINE

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Objective. The objective of the article is to determine the main features of consumer behaviour models in food markets on the basis of domestic and global experience of modeling consumer behavior; to investigate the impact of war on changes in both the psychology of consumer behaviour and changes in the activity of the markets themselves in order to take them into account in the process of modeling consumer behaviour in the future. Methods. The theoretical and methodological basis of the research are the scientific works of foreign and domestic scientists. Dialectical method of learning processes and phenomena (for a general study of the issue of modeling consumer behaviour in the Ukrainian food market); monographic (for analysis and generalization of the theoretical foundations of consumer behaviour modeling); graphic (to display consumer preferences for different categories of goods, peculiarities of purchasing behaviour of Ukrainian consumers during the war and factors influencing consumer choice); index (to assess changes in consumer preferences for different categories of goods); abstract-logical method (for evaluating statistical data and for forming the resulting research conclusions). Results. The components and features of modeling consumer behaviour and the process of making a consumer choice in the food market are considered, the main features that distinguish the food market from other markets are determined. A classification of consumer behaviour modeling types in food markets is proposed. In the subsequent research, it is found out how the consumer goods market of Ukraine changes during the war. The growth of prices for goods in the consumer basket and the restoration and redistribution of logistics supply chains are analyzed. The levels of elasticity of demand for various groups of products are analyzed and it is found that during the war, only 7% of Ukrainian consumers do not limit themselves when buying food products. The main influencing factor on consumer behaviour on the food market in Ukraine is the purchasing power of the population and the level of income of consumers. The study of influencing factors on the consumer's choice of a certain product brand makes it possible to find out that the issues of supporting the army, volunteers, state language and politics take the first places among consumer preferences when choosing a certain product brand. The model of influencing factors on the changing consumer behaviour in the food market of Ukraine during the war is proposed; three main groups of influencing factors that change consumer behaviour in food markets during the war are determined.