Wojna w Ukrainie jako determinanta zmian w zachowaniach konsumenckich w Polsce i na świecie. Przykład rynków żywnościowych, nieruchomości oraz dóbr luksusowych

Abstract

The war in Ukraine and global inflation are currently having a direct impact on the consumer behavior of both Poles and people around the world. This is confirmed by a number of research reports and statistical data. One can also observe this phenomenon in macroeconomic indi- cators. Ukraine is an important agricultural basin (including 10% of world wheat production and 50% of sunflower oil production), and Russia is blocking grain supplies through Ukrainian ports on the Black Sea. This supply glut is particularly felt in countries dependent on imports of Ukrainian grain and cooking oil, such as Egypt and India. The European real estate market, initially resistant to inflation and the war in Ukraine, is also starting to become more dynamic. Demand for luxury goods in Europe and the United States is growing despite a confluence of many negative factors that would seem expected to spoil consumer sentiment. The article will outline significant changes in consumer behavior with regard to the food, real estate and luxury goods markets, which represent the need for both companies’ marketing efforts and their sales strategies and consumers themselves to adapt to the “new” economic and social reality.