PECULIARITIES OF CONSUMER BEHAVIOUR OF UKRAINIANS DURING THE WAR

The study conducted a comprehensive analysis of the consumer behaviour of adult Ukrainians during the war. This allowed us to reveal the key features of consumer adaptation to crisis conditions; to formulate practical recommendations for optimizing consumer behavior within the framework of social support programs and advertising campaigns. The study emphasizes the importance of the link between social and psychological aspects of the individual and areas of consumer behavior. Consumer behaviour has been defined as a complex multifaceted process that covers all stages of consumer interaction with a product or service: from realization of needs to disposal of the product. It is established that consumer behaviour is an integrative phenomenon that combines economic, social, cultural and psychological aspects. It is determined that consumer behaviour is a key indicator of socio-economic changes and plays an important role in shaping the strategies of business and society in conditions of instability. An empirical study has shown that war changes the structure of consumer spending, motivation, priorities and decision-making strategies. Economic uncertainty and declining incomes are forcing consumers to refocus on essential goods, reducing spending on non-critical categories. At the same time, there is a growing rational approach to spending, including the search for profitable alternatives, saving and avoiding impulse purchases. The study developed a typology of consumer behaviour of adult Ukrainians in wartime, based on an empirical study of the links between aspects of personality and areas of consumer behaviour. This approach made it possible to identify patterns of behavioural priorities and ensure their systematisation. The typology was carried out using hierarchical clustering. Four main types of consumer behaviour were identified. Creators of personal potential. They are focused on investing in education, courses and training, perceiving them as a path to self-realisation. They are focused on achieving long-term goals. Development and learning are the priority areas of consumer behaviour. Defining aspects of personality: benevolence of the world, self-worth, subjective activity. Socially oriented innovators. They are actively involved in charitable initiatives, use innovative approaches to support others, strengthen social ties and demonstrate altruism. Charity is a priority area of consumer behaviour. Defining aspect of personality: social factor of motivated innovation. Creative hedonists. They prefer experiments in gastronomy, are creative in their hobbies, actively interact in social communities and enjoy their interests. Priority areas of consumer behaviour are food and hobbies. The defining aspects of personality are materialism, hedonic and functional factors of motivated innovation. The obtained typology opens up opportunities for further research aimed at clarifying the elements of consumer behaviour depending on the dynamics of conditions, which will contribute to more efficient management of resources at the level of the state, business and social initiatives.