ANALYTICAL ASPECTS OF THE STUDY OF CONSUMER BEHAVIOR IN CONDITIONS OF LIMITED BUDGET

This study examines the structure of the consumer basket and the perceived utility of goods and services among various age groups in Ukraine under a constrained weekly budget of UAH 2,000. The research is highly relevant as understanding consumer behavior in the context of limited financial resources is critical for developing effective economic policies and business strategies in Ukraine’s challenging economic environment. The methodology involved a survey conducted via Google Forms, targeting 40 respondents equally distributed across four age groups: 17–25, 25–35, 35–45, and 45+ years. Participants were asked to allocate their budget across food, non-food goods, and services, and to evaluate the utility of these items on a scale from 1 (least useful) to 10 (most useful). The results reveal distinct consumption patterns driven by age-specific priorities. The 17–25 age group favors convenience foods, such as fast food, pasta, and sweets, alongside entertainment services like cinema visits, reflecting their time-constrained and socially active lifestyles. The 25–35 group shifts toward balanced nutrition, including dairy, vegetables, and meats, while allocating funds to education and personal care services. The 35–45 group emphasizes health-conscious food choices and medical services, with non-food expenditures focusing on medicines and household essentials. The 45+ group prioritizes basic food items, such as milk, meat, and vegetables, and medicines, with minimal spending on non-essential services beyond transportation. Food consistently dominates expenditures, comprising over 55% of the budget across all groups, with the 45+ group allocating up to 65%. High-utility items, such as meat, dairy, and vegetables, score 8–10 across all groups, while fast food, sweets, and alcohol score lower (1–4), particularly among older respondents. These findings highlight the dynamic influence of age on consumption preferences and resource allocation. Practically, the study provides valuable insights for businesses to tailor marketing strategies and for policymakers to design targeted social support programs, enhancing resource allocation and market segmentation based on demographic needs. Future research could explore regional differences or longitudinal trends to further refine these insights.