CONSUMER BEHAVIOR TRENDS IN UKRAINE UNDER RAPID TECHNOLOGICAL CHANGE

Positive dynamics of consumer behavior is an important condition for economic stability. It is based on various economic and non-economic factors that require regular monitoring for a quick response to potential changes. The well-timed response to the transformation of consumer behavior allows companies to more effectively pursue a marketing policy, satisfy more needs, and increase competitiveness. This problem is particularly relevant given the large-scale globalization processes and the economic and political changes that accompany Ukrainian society today. The purpose of the article is to identify the main trends in consumer behavior in Ukraine. In this article we analyzed the tendencies of Ukrainian consumers when making a choice in a process of purchasing a product or service and then determined the key focus on their own desires. Also, both in Ukraine and at the global level, there is a tendency towards a decrease in the level of loyalty to trademarks and a growing distrust towards advertising, but the tendency towards the cheapest products is not determined. The research identified the main sources of information about products and services which consumers use. In particular, due to the growing popularity, the sources of consumer information on the Internet are considered in more details. The development of Internet technologies has influenced the emergence of a sharing economy, which shows a change in consumer attitude not only towards purchase points, but also towards actual purchases. The survey for which motivation is chosen as the key psychological factor influencing consumer behavior showed that the main buying motives for Ukrainians are their own benefits and benefits for society. The dynamics of the Index of Consumer Sentiment in Ukraine showed a positive increase in the expectations of Ukrainians in connection with future presidential elections, but an absolute majority of citizens believe that Ukraine is in crisis situation and therefore rationalism and thriftiness have become the main changes in Ukrainian consumer behavior.