NON-STATE PENSION SERVICES IN UKRAINE: DIRECTIONS OF DEVELOPEMENT

This article contains results of the research of the author to determine the potential perception of pension service by private funds in Ukraine. It investigates the degree of awareness of Ukrainian people about the possibility of creating additional pension through savings in private pension funds. The main factors motivating investment in private pension provision have been identified. Main causes of people's distrust to create additional pension through the institutions of private component of the pension system have been described and the place of private pension funds in the minds of citizens among other institutional investors have been identified. The effectiveness of advertising services of non-state pension funds has been analysed and reasons for the low level of public awareness on private pensions provision have been identified. Kyiv residents were selected as respondents for the research, due to a number of geographical, economic and socio-demographic criteria. According to the author the main causes of slowdown of development of the private pension system is mistrust and unwillingness of people to invest in private pension funds due to low awareness of this option of the creation of a supplementary pension. The study showed the importance of deep marketing research of potential clients of private pensions to identify ways of overcoming mistrust stereotypes of population to non-state component of pension system in Ukraine, the use of effective marketing to attract attention of the working population in order to overcome the problems of development of the private pension funds.