The consumers’ behavior as a driver of retail trends

Under the conditions of unprecedented war­time social and economic upheavals, restarting activities is considered not just as a factor in the development of modern trade enterprises, but as an indispensable condition for their survival in extreme reality. Adapting to new realities in the field of trade is possible only on the basis of under­standing the changes taking place in Ukrainian society. The aim of the article is to identification of determinants of consumer behavior that gene­rate key trends in retail development under war­time conditions. General scientific methods of analysis and synthesis, deduction and induction, logical generalization, systematization and com­parison, SWOT analysis were used in the paper. The state of retail development under the condi­tions of martial law in Ukraine was studied in the context of modern threats and opportunities, strengths and weaknesses. In order to form an idea of modern retail trends, consumer behavior in retail was studied from various angles and a range of problems that concern the modern consumer were outlined. The characteristics of goods for which the buyer is ready to overpay and consumer priorities in favor of purchasing domestic goods have been identified. The methods of delivery of goods acceptable to buyers and the attitude of Ukrainians to new brands have been determined. A change in the emphasis of consu­mers in favor of cheaper goods, an increase in rationality in the purchase of goods and a shift in consumer expectations from trade enterprises in the direction of socially responsible behavior were noted. The complex realities of war caused colossal damage to retail activity in Ukraine, but at the same time – opened a portal of oppor­tunities for its transformation in the direction of awareness and consideration of modern deter­minants of consumer behavior, establishment of a constructive dialogue with the consumer and effective response to current market challenges.