STRATEGIC MANAGEMENT OF RETAIL MARKETS IN UKRAINE DURING THE WAR: ADAPTING TO CHALLENGES IN SALES DYNAMICS AND CONSUMER BEHAVIOR
Date
2025
Authors
Zhydenko, Sergii
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Abstract
This research investigates the transformation of retail markets in Ukraine during the ongoing war, focusing on changes in sales dynamics and shifts in consumer behavior caused by external crises, such as energy infrastructure disruptions. The study highlights how these disruptions triggered a substantial increase in demand for survival-critical electronics, including charging stations, generators, and power banks, while sales of traditional categories like laptops and smartphones declined, reflecting broader economic contractions and shifting consumer priorities.
The findings underscore that survival-critical products experienced exponential growth, with their collective market share rising from marginal levels to 6.89% by 2024. For instance, generator sales surged by over 2,500% in 2022 due to urgent demand during prolonged power outages. In contrast, discretionary product categories, such as laptops and smartphones, declined as purchasing power contracted, underlining the necessity for businesses to realign their product strategies to address evolving consumer needs.
To respond effectively to these market shifts, businesses employed data-driven approaches, such as leveraging Google Trends data, vendor statistics, and descriptive analytics, to identify demand surges and anticipate future trends. Managers prioritized inventory optimization, strengthening supply chains, and reallocating resources to survival-critical goods. Flexible pricing models, tailored marketing strategies, and regional adaptations enabled businesses to meet localized demands, demonstrating the importance of agility and strategic foresight in crisis management.
The research also reveals that survival-critical electronics have become integral during infrastructure crises, reshaping market dynamics and prompting businesses to adopt forward-looking strategies. By integrating predictive analytics, enhancing logistics flexibility, and diversifying supply chain networks, businesses can mitigate risks and ensure operational continuity. Furthermore, the findings highlight the need for long-term preparedness, encouraging managers to build resilience through real-time monitoring of consumer trends and proactive planning for potential disruptions.
In conclusion, this study contributes to a deeper understanding of how external crises influence market transformations and consumer behavior. By prioritizing essential goods and adapting operational strategies, businesses can navigate volatile environments with greater resilience and competitiveness. These insights serve as a valuable framework for managers seeking to optimize inventory, logistics, and marketing strategies, positioning their organizations for sustainable growth even amid prolonged uncertainty.
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Keywords
survival-critical electronics, consumer behavior, retail transformation, Ukraine war, market adaptation
Citation
Zhydenko, S. (2025). STRATEGIC MANAGEMENT OF RETAIL MARKETS IN UKRAINE DURING THE WAR: ADAPTING TO CHALLENGES IN SALES DYNAMICS AND CONSUMER BEHAVIOR. Kyiv: American University Kyiv. 33 p.