Changes In Preferences Research Articles

Engineering of a chitin deacetylase to generate tailor-made chitosan polymers.

Chitin deacetylases (CDAs) emerge as a valuable tool to produce chitosans with a nonrandom distribution of N-acetylglucosamine (GlcNAc) and glucosamine (GlcN) units. We hypothesized before that CDAs tend to bind certain sequences within the substrate matching their subsite preferences for either GlcNAc or GlcN units. Thus, they deacetylate or N-acetylate their substrates at nonrandom positions. To understand the molecular basis of these preferences, we analyzed the binding site of a CDA from Pestalotiopsis sp. (PesCDA) using a detailed activity screening of a site-saturation mutagenesis library. In addition, molecular dynamics simulations were conducted to get an in-depth view of crucial interactions along the binding site. Besides elucidating the function of several amino acids, we were able to show that only 3 residues are responsible for the highly specific binding of PesCDA to oligomeric substrates. The preference to bind a GlcNAc unit at subsite -2 and -1 can mainly be attributed to N75 and H199, respectively. Whereas an exchange of N75 at subsite -2 eliminates enzyme activity, H199 can be substituted with tyrosine to increase the GlcN acceptance at subsite -1. This change in substrate preference not only increases enzyme activity on certain substrates and changes composition of oligomeric products but also significantly changes the pattern of acetylation (PA) when N-acetylating polyglucosamine. Consequently, we could clearly show how subsite preferences influence the PA of chitosans produced with CDAs.

Has the war in Ukraine changed Europeans’ preferences on refugee policy? Evidence from a panel experiment in Germany, Hungary and Poland

ABSTRACT The Russian invasion of Ukraine in early 2022 resulted in the largest refugee crisis in Europe since WWII. Using a unique panel conjoint experiment on refugee policy preferences carried out in Germany, Poland and Hungary just before and after the onset of the war in Ukraine, we show a heterogenous response to the influx of refugees from Ukraine across the three countries: no change of policy preferences in Germany, moderate change in Hungary and a significant change in Poland. Our results have direct implications for the development of a common EU asylum policy, as even though the countries persistently diverge on the preferred mode of asylum seekers’ allocation, with Germans favouring relocation and Poland and Hungary the status quo, the results highlight the scope for consensus rooted in shared preference for the asylum seekers’ unrestricted access to the labour market. This dimension consistently emerges as the most important policy dimension in all three countries before and after the outbreak of war.

Web-Based Search Volume for HIV Tests and HIV-Testing Preferences During the COVID-19 Pandemic in Japan: Infodemiology Study.

Research has found a COVID-19 pandemic-related impact on HIV medical services, including clinic visits, testing, and antiviral therapy initiation in countries including Japan. However, the change in trend for HIV/AIDS testing during the COVID-19 pandemic has not been explored extensively in the Japanese population. This infodemiology study examines the web-based search interest for two types of HIV tests, self-test kits and facility-based tests, before and during the COVID-19 pandemic in Japan. The monthly search volume of queried search terms was obtained from Yahoo! JAPAN. Search volumes for the following terms were collected from November 2017 to October 2018: "HIV test," "HIV test kit," and "HIV test health center." The search term "Corona PCR" and the number of new COVID-19 cases by month were used as a control for the search trends. The number of new HIV cases in the corresponding study period was obtained from the AIDS Trend Committee Quarterly Report from the AIDS Prevention Foundation. Compared to the search volume of "corona-PCR," which roughly fluctuated corresponding to the number of new COVID-19 cases in Japan, the search volume of "HIV test" was relatively stable from 2019 to 2022. When we further stratified by the type of HIV test, the respective web-based search interest in HIV self-testing and facility-based testing showed distinct patterns from 2018 to 2022. While the search volume of "HIV test kit" remained stable, that of "HIV test health center" displayed a decreasing trend starting in 2018 and has remained low since the beginning of the COVID-19 pandemic. Around 66%-71% of the search volume of "HIV test kits" was attributable to searches made by male internet users from 2018 to 2022, and the top three contributing age groups were those aged 30-39 (27%-32%), 20-29 (19%-32%), and 40-49 (19%-25%) years. On the other hand, the search volume of "HIV test health centers" by male users decreased from more than 500 from 2018 to 2019 to fewer than 300 from 2020 to 2022. Our study found a notable decrease in the search volume of "HIV test health center" during the pandemic, while the search volume for HIV self-testing kits remained stable before and during the COVID-19 crisis in Japan. This suggests that the previously reported COVID-19-related decrease in the number of HIV tests mostly likely referred to facility-based testing. This sheds light on the change in HIV-testing preferences in Japan, calling for a more comprehensive application and regulatory acceptance of HIV self-instructed tests.

Impact of Digital Marketing on Micro, Small, and Medium Enterprises (MSMEs)

The micro, small, and medium enterprises (MSMEs) in India produce a varied collection of goods. The rapid changes in technology and consumer preferences have a huge impact on marketing techniques. In contrast to large industries, MSMEs do not have any proper tools for marketing so it is one of the weakest areas wherein small organizations face problems. This article explores the digital marketing prospects of MSMEs. These industries are major sources of employment, growth, and economy so digital marketing of SMEs is important. The various benefits of digital marketing with different tools available are highlighted in this article. This article will also help small industries in creating effecting websites so that they can take advantage of digital marketing. Web analytic tools for analysing website traffic are also discussed in this article so that companies can monitor the effect of digital marketing.

The effect of resource slack on organizational decline of large Brazilian companies: the moderating effect of the industry’s dynamic

ObjetivoA Qual é o impacto da folga de recursos no declínio de grandes empresas brasileiras? Para responder a essa pergunta, testamos hipóteses separadamente para três tipos de folga de recursos: disponível, potencial e recuperável. Essas folgas consistem em recursos além do necessário para manter a organização funcionando.Projeto/metodologia/abordagemDesenvolvemos um estudo empírico quantitativo e longitudinal com dados de empresas brasileiras de 1997 a 2008. Adotamos o método de pares combinados, compondo a amostra de pesquisa com um grupo de empresas de capital aberto que declinaram (43 empresas) e outro que não declinou (40 empresas) no período.ResultadosDescobrimos que a disponibilidade de recursos mais líquidos reduz a possibilidade de declínio. O efeito moderador na folga de recursos potenciais para empresas em indústrias dinâmicas pode mitigar o declínio.OriginalidadeEsta pesquisa contribui para uma melhor compreensão do efeito da folga sobre possíveis recuperações. A extensão dos estudos de folgas de recursos para o contexto de empresas brasileiras mostrou a influência que a folga exerce em um ambiente institucional relativamente menos explorado. Seja financeiro, humano ou tecnológico, a escassez de recursos é mais pronunciada do que em empresas de países desenvolvidos. Esta pesquisa chama a atenção para o fato de que o declínio de empresas brasileiras é analisado sob uma perspectiva mais ampla. Decisões sobre como a empresa usa seus recursos podem afetar positiva ou negativamente o declínio das empresas, reforçando a importância de discutir essa relação.

Transcriptional Coactivator BOB1 (OBF1, OCA-B) Modulates the Specificity of DNA Recognition by the POU-Domain Factors OCT1 and OCT2 in a Monomeric Configuration.

BOB1, a mammalian lymphocyte-specific transcriptional coactivator of the transcription factors OCT1 and OCT2 (OCT1/2), plays important roles in normal immune responses, autoimmunity, and hematologic malignancies. The issue of a DNA sequence preference change imposed by BOB1 was raised more than two decades ago but remains unresolved. In this paper, using the EMSA-SELEX-Seq approach, we have reassessed the intrinsic ability of BOB1 to modulate the specificity of DNA recognition by OCT1 and OCT2. Our results have reaffirmed previous conclusions regarding BOB1 selectivity towards the dimer configuration of OCT1/2. However, they suggest that the monomeric configuration of these factors, assembled on the classical octamer ATGCAAAT and related motifs, are the primary targets of BOB1. Our data further specify the DNA sequence preference imposed by BOB1 and predict the probability of ternary complex formation. These results provide an additional insight into the action of BOB1-an essential immune regulator and a promising molecular target for the treatment of autoimmune diseases and hematologic malignancies.

Preliminary result of archaeological and petrographic classification of Neolithic pottery from Bahçelievler settlement in Northwestern Anatolia

In prehistoric archaeology, pottery is a significant fragment in defining and making sense of the culture. The pottery forms and the differences in the variety of decorations are used together with other archaeological elements in the stratification of the settlement at the local scale. Bahçelievler settlement is located in the southeast of the Marmara Sea and in a mountainous area, unlike many other settlements with similar cultural characteristics. Bahçelievler Neolithic settlement was inhabited for the first time between 7192 and 7052 BCE and continued to be used until 6063–5971 BCE. Therefore, the settlement in question has a crucial role in the beginning and development of the Pottery Neolithic Period, especially in Northwestern Anatolia. Both the differences in form variation and the change in decoration preferences, as well as the changes in undefined stone, limestone, quartz, volcanic rock, basalt, etc. additives, provide meaningful results in the settlement stratigraphy. As a result of petrographic research, Bahçelievler Neolithic potteries are divided into four main groups and are very compatible with the archaeological classification. Clay and clay paste used in pottery are almost entirely consistent with local clays. It has been understood that the tempered material, which is strictly compatible with the geology of the immediate environment, is preferred for pottery. Although different forms and ware groups were selected chronologically to evaluate all the data together, it can be quickly asserted that the samples were of local production.

Counterfeits can benefit original products when people are caught using counterfeits

AbstractExisting literature has examined the influence of a counterfeit on the original brand in the prior or middle purchase phases. Our work aims to expand the literature by analyzing the post‐purchase phase of counterfeit consumption. In four studies, we examine the effects of product message appeal (symbolic vs. utilitarian) and self‐construal (interdependent vs. independent) on preference changes and purchase intentions of consumers toward original products when they are caught using counterfeits. Individuals with interdependent (vs. independent) self‐construal are more likely to increase their preference and purchase intention for original products after being caught using symbolic rather than utilitarian counterfeits. Moreover, face restoration mediates the interaction effect between product message appeal and self‐construal on the purchase intent of consumers in procuring original products. The patterns are consistent in both hypothetical scenarios and counterfeit consumption experience. Our work suggests that companies or brand, whose products are often copied or imitated should pay more attention to establishing their unique characteristics and the primary value of their product delivered to the consumers through product design and marketing mix strategies.

Selling Quality-Differentiated Products in a Markovian Market with Unknown Transition Probabilities

How to Price a Product Line When Customer Preferences Change over Time Quality-differentiated products can help sellers increase their profits through market segmentation. However, in many business applications, such as online search and consumer lending, customer preferences evolve over time, making it difficult for sellers to use market segmentation. In their study “Selling Quality-Differentiated Products in a Markovian Market with Unknown Transition Probabilities,” Keskin and Li analyze dynamic pricing of a vertically differentiated product line when customer preferences for quality can shift over time. Keskin and Li show that data-driven learning is essential when operating in a changing market with unknown customer heterogeneity. Keskin and Li also develop a bounded learning policy that implements near-optimal data-driven learning in a Markov-modulated demand environment.

Deep learning architecture towards consumer buying behaviour prediction using multitask learning paradigm

A recommendation system serves as a distributed information filter, predicting customer preferences in reviews, ratings, and comments. Analysing customer behaviour aids in understanding needs and predicting intentions. E-commerce tracks product usage and sentiment to provide a personalized network based on consumer preference modelling. The challenge lies in optimizing item selection for suitable consumers to enhance performance. To address this, an imperative is the item recommendation approach for modelling future consumer behaviour. However, traditional machine learning methods often overlook dynamic product recommendations due to evolving user interests and changes in preferences reflected in customer ratings, causing cold-start issues. To overcome these challenges, a comprehensive deep learning approach is introduced. This approach incorporates a deep neural network for consumer preference prediction, utilizing a multi-task learning paradigm to accommodate variations in consumer ratings. The research contribution lies in applying this network to predict consumer preference scores based on latent multimodal information and item characteristics. Initially, the architecture manages changing consumer aspects and preferences by extracting features and latent factors from customer review rating data. These latent factors include customer demographic information and other concealed features that signify preferences based on experiences and behaviours. Extracted latent features are processed using a sentiment analysis model to generate embedding latent features. A finely-tuned deep neural network with hyper-parameter adjustments serves as a prediction network, forming a customer performance-oriented recommendation system. It processes embedded latent features along with associated sentiments to achieve high prediction accuracy, reliability, and latency. The deep learning architecture, enriched with consumer-specific discriminative information, generates an objective function for item recommendations with minimal error, significantly enhancing predictive performance. Empirical experiments on Amazon review datasets validate the proposed model’s performance, showcasing its enhanced effectiveness and scalability in handling substantial data volumes.

Heteromultivalent Ligand Display on Reversible Self-Assembled Monolayers (rSAMs): A Fluidic Platform for Tunable Influenza Virus Recognition.

We report on the design of heteromultivalent influenza A virus (IAV) receptors based on reversible self-assembled monolayers (SAMs) featuring two distinct mobile ligands. The principal layer building blocks consist of α-(4-amidinophenoxy)alkanes decorated at the ω-position with sialic acid (SA) and the neuraminidase inhibitor Zanamivir (Zan), acting as two mobile ligands binding to the complementary receptors hemagglutinin (HA) and neuraminidase (NA) on the virus surface. From ternary amphiphile mixtures comprising these ligands, the amidines spontaneously self-assemble on top of carboxylic acid-terminated SAMs to form reversible mixed monolayers (rSAMs) that are easily tunable with respect to the ligand ratio. We show that this results in the ability to construct surfaces featuring a very strong affinity for the surface proteins and specific virus subtypes. Hence, an rSAM prepared from solutions containing 15% SA and 10% Zan showed an exceptionally high affinity and selectivity for the avian IAV H7N9 (Kd = 11 fM) that strongly exceeded the affinity for other subtypes (H3N2, H5N1, H1N1). Changing the SA/Zan ratio resulted in changes in the relative preference between the four tested subtypes, suggesting this to be a key parameter for rapid adjustments of both virus affinity and selectivity.

University commuting during the COVID-19 pandemic: Changes in travel behaviour and mode preferences

One prominent change induced by the COVID-19 pandemic concerns the worldwide use of public transportation for commuting purposes. This study focused on university commuting in Italy by examining the propensity to change transport modes under different infection risk scenarios. Data were collected in 2020 through an online survey of college mobility conducted by the Italian University Network for Sustainable Development. Asking the respondents to consider both a pessimistic and an optimistic scenario, with respect to the risk odds of being infected, we followed a two-step approach to study the prospective travel habits of college users. First, we tested a logit model to estimate the propensity to abandon one's pre-COVID-19 commuting mode. Then, we investigated the factors influencing the choice of switching from public transportation to either cars or active modes by estimating a multinomial logit model. By exploiting the novelty of considering two risk scenarios, this study highlighted that, especially in the pessimistic case, the change to active modes was constrained by spatial aspects in favour of motorized vehicles. From a policy perspective, this COVID-19-based natural experiment advocates transportation authorities taking effective actions to ensure that, in case of emergencies, a modal shift would not benefit more-polluting transport means.

Can Twitter data with positive or negative content affect individual emotions related to travel & tourism decisions? A study pertaining to the COVID-19 pandemic

ABSTRACT Social media significantly influences travel and tourism decisions by showcasing destinations, sharing user experiences, and influencing recommendations, ultimately shaping individuals' choices and preferences. During and after the COVID-19 pandemic, social media has influenced people's travel decisions by providing real-time updates, safety guidelines, and virtual experiences, leading to changes in travel plans and preferences. However, little attention has been paid to the effect of social media on travel and tourism-related decisions. Therefore, this paper recognizes the importance of social media and uses sentiment analysis to understand the perceptions about traveling and tourism during the pandemic. We also try to find if the effect of public tweets from social media influencers differs from ordinary people. The study uses public tweets over a one-year pandemic period, assessed by splitting the dataset into two parts, namely influencer tweets and ordinary tweets, based on the number of followers. The keywords were extracted and exposed to different groups randomly to understand the effect of the Twitter. We observe that negatively worded tweets amplified negative emotions, and positive ones increased positive emotions and impacted peoples’ travel-related decisions. Furthermore, it was ascertained that exposure to varied tweets related to pandemics significantly affects people's emotions in different groups.

Efficient management of HVAC systems through coordinated operation of parallel chiller units: An economic predictive control approach

In developed countries, air conditioning systems have become major contributors to energy consumption in buildings. Cooling installations made up of independent chiller units connected in parallel pose a challenge in finding the most energy-efficient management strategy. This article proposes a novel economic model predictive control strategy to optimize the operation of multiple-chiller HVAC systems according to an economic cost comprising energy consumption as well as a thermal comfort index. Provided that the gradient of the economic cost function can be calculated or estimated, the proposed controller only entails the solution of a single quadratic programming (QP) problem at each sampling period, reducing computational requirements and thus facilitating the deployment on commercial embedded HVAC management platforms. The proposed controller improves economic performance. As our numerical analysis shows, optimal sequencing is achieved for the case of dual-chiller plants. Moreover, the controller adapts to possible variations in the economic criteria, enabling the system to respond to changes in electricity price and user preferences. A realistic case study, using a high fidelity model of a building simulated in TRNSYS, demonstrates the effectiveness of the proposed methodology. In particular, the proposed controller demonstrates to be more efficient than state-of-the-art QP-based economic predictive controllers in achieving a reduction of the energy consumption up to 5.19%, which is in line with the targeted reduction of 7.9% by 2030 in the EU Green Deal's ‘Fit for 55’ package.

Weather risks, crop losses, and risk proneness: An examination of evolving risk preferences of rice farmers in Bangladesh

Changing climate poses significant challenges for smallholder rice farmers. Weather-related deviations from longer-term patterns and crop losses due to abiotic hazards can affect farmer risk preferences and drive adaptive responses. In addition, farmers’ proneness to and past experiences with crop risks such as drought, submergence, and excess soil salinity can impact their baseline risk preferences and their response to changing risks. Using data for Bangladesh from two waves of the Rice Monitoring Survey, climate-related data (precipitation and temperature), farmer reports of crop losses, and measures of proneness to abiotic risks, this article estimates how weather deviations from longer-term trends, crop losses, and proneness to crop risks (submergence, drought, and soil salinity) affect elicited risk preferences over time. This research finds evidence in favor of the hypothesis that larger absolute seasonal deviations from past patterns of seasonal mean daily minimum temperature and seasonal total precipitation yield increased risk aversion. In addition, the research provides mixed evidence with respect to risk proneness and farmers’ change in risk preferences over time. Contrary to our original hypothesis, individuals with land more prone to soil salinity become more risk averse rather than less, but, consistent with our hypothesis, those with land more prone to crop submergence become more risk preferring over time. Because of differences in crop experiences and degrees of proneness to risk, risk preferences for farmers in different regions are predicted to evolve along different pathways. This article contributes to the literature on risk preference formation by considering the possibility that less significant deviations than shocks might also contribute to evolving risk preferences. In addition, the article emphasizes the regional heterogeneity of changing preferences. An ancillary finding of this work suggests that risk preferences are only weakly related over time, contrary to other findings in the literature on the stability of risk preferences. Of policy relevance, the differential experiences in weather variability at the regional and local levels yield important differences in changes in preferences and should give rise to careful, regional-level policies to support adaptation to changing weather.

Understanding selective sensing of human serum albumin using a D-π-A probe: a photophysical and computational approach.

The human serum albumin (HSA) level is a valuable indicator of an individual's health status. Therefore, its detection/estimation can be used to diagnose several diseases. In this work, we have developed a series of donor-π-acceptor probes, which were found to selectively detect HSA over BSA (bovine serum albumin). Among these probes, A4, which bears the trifluoroacetyl group, showed the highest selectivity for HSA, with limits of detection and quantification being 1.36 nM and 2.59 nM, respectively. CD spectroscopy of the HSA-A4 ensemble indicated an increase in the α-helicity of the protein, while the displacement assays revealed the localization of the probe in the hemin site of HSA. The probe works on the principle of excited state intramolecular charge transfer (ICT). Its selectivity was also validated computationally. Docking experiments confirmed the preference of the probe for the hemin binding IB site of HSA, as observed from the fluorescence displacement assay results, and a comparison of docking scores demonstrated the greater preference of A4 for HSA compared to BSA. Computational experiments also showed a change in preference for HSA amino acid residues exhibited by the excited state of probe A4 (Tyr161, Met123, Pro118, and Leu115) when compared to its ground state (Arg186 and His146). Hydrophobic interactions dominated the excited state protein-probe ensemble, whereas there was significant involvement of the water bridges along with the hydrophobic interactions in the ground state ensemble. Probe A4 was also assessed for its practical utility and found to successfully sense HSA in urine at extremely low concentrations. Moreover, the A4-HSA ensemble was employed for hemin sensing with a detection limit of 0.23 μM.

АНАЛІЗ ВИКОРИСТАННЯ ЦИФРОВИХ ІНСТРУМЕНТІВ У МАРКЕТИНГОВИХ СТРАТЕГІЯХ УКРАЇНСЬКИХ ПІДПРИЄМСТВ ТА ЇХ ВПЛИВ НА РЕЗУЛЬТАТИВНІСТЬ

The article defines the conditions of rapid development of digital technologies and growing competition that make the success of any business largely dependent on the effectiveness of its marketing strategies based on the use of digital tools. Digital marketing tools enable businesses to precisely target audiences, collect detailed data on consumer behavior, optimize costs, and increase the return on marketing campaigns. Given the dynamic changes in the field of digital marketing, constant updating of knowledge and adaptation of strategies are critical to ensure competitiveness and achieve business goals. The study of this topic in the Ukrainian context becomes especially relevant due to the fact that Ukrainian enterprises face a number of specific challenges, in particular, the need for rapid digitalization of business processes, adaptation to changes in consumer preferences and behavior, as well as the need to effectively use limited resources to maximize effectiveness. A detailed analysis of the specifics of the use of digital tools in marketing strategies in various sectors of the Ukrainian economy and a study of the adaptation of Ukrainian enterprises to digitalization and the use of digital tools in current marketing strategies was carried out. The role of digital literacy of management in the effectiveness of the implementation of digital tools in marketing strategies is studied. Practical recommendations for optimizing the use of digital tools in the marketing strategies of Ukrainian enterprises have been developed, ways to increase the effectiveness of marketing campaigns and increase the return on investment have been clarified. The results of the study consist in the systematization and description of digital marketing tools used by Ukrainian enterprises, the evaluation of the effectiveness of the use of digital tools based on the analysis of data on the activities of Ukrainian enterprises. Practical recommendations on optimizing the use of digital tools in marketing strategies and forming the market potential of business development in conditions of digitalization are provided.

Regional food markets of the Western borderlands of Russia: adaptation to integration and disintegration processes

The paper reveals the mechanisms of adaptation of food markets in the western borderland of Russia to the integration and disintegration processes that have been taking place on the external and internal borders of the Eurasian Economic Union since 2014. Using the example of the Kaliningrad and Smolensk oblasts, the authors identified changes in the regional food base under conditions of active import substitution, assessed the changes in food preferences of the population, as well as the role of cross-border practices in meeting the population's food needs. Based on the analysis of regional and federal statistics and field research, it was possible to establish that against the background of active investment in agriculture and food production there were three parallel processes: the spatial contraction of agricultural production, the expansion of its production capacity by large agricultural holdings in strictly defined areas (around regional capitals and important transport routes), and the expansion of holdings in selected peripheral areas with the lowest land value. Despite the commonality of the processes, the performance in agriculture and food production and activity in obtaining state support in Smolensk and Kaliningrad oblasts are radically different. Visual inspection of retail outlets, discourse analysis and representative surveys of the population allowed us to conclude that import substitution only partially allowed to provide raw materials and final products to regional food markets in both regions, since most holdings are oriented to meet the demand in high-margin markets inside and outside the country. Food markets in border regions are characterized, on the one hand, by greater vulnerability to integration and disintegration processes, and, on the other hand, by the variability of choice and opportunities for cross-border shopping trips. However, empirical data obtained by sociological methods show that the widespread perceptions of high cross-border mobility of the population of border regions are highly overestimated. The populations of Smolensk and Kaliningrad oblasts are similar in the level of mobility and conservatism with regard to shopping for goods of specific manufacturers of a suitable price segment. The “network” (through intermediaries) penetration of “sanctioned” goods in the Kaliningrad oblast covered a much larger share of the population than that which directly traveled abroad for shopping, so the adaptation of the population to external challenges to the food market was more noticeable.

Adaptation of agricultural production to wartime realities: preservation of economic security of Ukraine

The article examines the problems and challenges of the production and sale of agricultural products that Ukrainian farmers faced during the martial law. The need for agricultural enterprises to respond to unforeseen actions, while avoiding a complete structural restructuring or destruction of the system, has been determined. What exactly is determined by the flexibility of such enterprises? The priority ways of responding to problems with exports are outlined: increasing the volume of domestic consumption, attracting investments, expanding sales markets, using state support. Import problems that appeared with the outbreak of the war in Ukraine were identified. The main ones are the decrease in the number of countries that are ready to export their vegetable products to Ukraine due to the deterioration of the political and economic situation; an increase in the cost of transporting vegetable products due to an increase in the risks and costs of transportation through the conflict zone; deterioration of the quality of vegetable products due to difficult storage and transportation conditions; an increase in the cost of vegetable products due to an increase in the costs of its cultivation and processing in exporting countries; a decrease in the volume of imports due to a decrease in the demand for vegetable products in Ukraine. The indicated areas of the flexibility of agricultural production in the conditions of martial law: the ability to quickly change the types and volumes of cultivated crops in accordance with market conditions and changes in consumer preferences; the ability to quickly change the volume and range of products produced, the ability to effectively use resources such as water, fertilizers, energy and labor through the introduction of resource-saving technologies; the ability of enterprises to adapt their workforce to changing production requirements and conditions; ability to effectively manage finances, including budgeting, financial analysis and risk management to ensure financial sustainability and flexibility in production. Therefore, the flexibility of production in combination with the principles of universality, adaptability and adaptability is a key aspect in overcoming food security in modern conditions.

ЦІНОУТВОРЕННЯ ЯК ІНСТРУМЕНТ МАРКЕТИНГОВОГО ПЛАНУВАННЯ

Pricing plays a pivotal role in marketing planning, shaping the success and profitability of businesses. This annotation explores the multifaceted nature of pricing as a strategic tool in marketing, highlights various pricing strategies employed by companies. Cost-based pricing involves setting prices based on production costs and desired profit margins. Competitor-based pricing entails benchmarking prices against rival products to maintain competitiveness. Customer-based pricing focuses on determining prices based on customer preferences, perceived value, and willingness to pay. Examining these pricing approaches allows businesses to identify the most suitable strategy for their products or services. Factors such as production costs, market demand, competition, and target customer segments need to be carefully analyzed when making pricing decisions. Effective pricing strategies should strike a balance between attracting customers, maximizing revenue, and achieving profitability. By understanding pricing dynamics, businesses can optimize their marketing efforts. They can align pricing with their overall marketing objectives, differentiate their offerings, and create perceived value for customers. Moreover, pricing strategies can be adapted to accommodate changes in market conditions, customer preferences, and competitive landscapes. The research shows that the right pricing can have a significant impact on the success of a business. Improper pricing may result in loss competitiveness, low profitability or even losses. Therefore, choosing an appropriate pricing strategy is an important task for managers and marketers. When choosing a pricing strategy, companies must consider many factors, such as production costs, raw material costs, competitive prices, consumer preferences, elasticity of demand, and others. Analysis of these factors helps to establish optimal prices that satisfy the needs of customers, ensure profitability and maintain the competitiveness of the company. Additionally, it is important to note that pricing strategies are not static and may change over time.