Методи залучення фінансових ресурсів домогосподарств банківськими установами в умовах економічної нестабільності

Effective attraction of households' financial resources is an important factor in the stable development of Ukraine's economy. In today's environment, when economic instability, high inflation, exchange rate fluctuations, low financial literacy of the population and decreasing trust in traditional financial institutions affect financial decisions of citizens, it is necessary to look for new approaches to raising capital. Households, as the main participants in the financial market, are becoming key sources of resources for banks, investment companies, credit unions, and other financial institutions. Their savings can be used for both short-term and long-term financing of the economy, which has a positive impact on the overall level of investment activity in the country. The article is devoted to the study of modern methods of attracting financial resources of households in an unstable economic environment. Its purpose is to analyze the existing tools for raising funds, determine their effectiveness, assess the level of involvement of the population in financial processes, and prospects for their use in the context of growing competition in the financial market. The tasks set have led to the use of a set of general scientific and specific methods for a multifaceted review of the ways in which banking institutions attract funds from the public. In particular, the study describes the most popular and effective mechanisms that can encourage citizens to actively place their savings in the financial system. The paper discusses the main approaches to managing household financial resources, their advantages and disadvantages, factors that influence investment decisions, as well as motivational aspects that contribute to the choice of certain financial instruments. The practical significance of the article is to formulate recommendations for financial institutions to improve the processes of attracting funds from households, which will help to increase their financial stability, expand access to financial services, increase the level of capitalization of the banking system and intensify long-term investment strategies.