Denys Krylov, Doctor of Economic Sciences, Associate Professor, Professor of the Department of Finance, Banking and Insurance, Zaporizhzhia National University, Zaporizhzhia, Ukraine

ORCID ID: 0000-0001-8522-5433
e-mail: krylov.denys2021@gmail.com

Strategies for the Transformation of Marketplaces in Ukraine: Challenges, Trends, and International Experience

Abstract. Introduction. In conditions of economic instability, military aggression, digital transformation, the role of households is significantly increasing. Their ability to self-sufficiency, support the national producer and participate in informal employment creates the prerequisites for the stable functioning of the state, even in times of crisis. Modeling the socio-economic behavior of domestic households becomes relevant, especially in times of instability

Purpose. The purpose of the article is to substantiate theoretical and methodological approaches and develop a general model of the behavior of domestic households in conditions of socio-economic instability.

Results. A household is defined as a complex system with characteristic features: voluntary association, economic subjectivity; the right to dispose of resources; participation in various forms of economic activity, etc. In modern conditions, households perform economic, social, demographic, psycho-emotional, and adaptive functions, among which the latter is of particular importance, since it allows households to quickly respond to external challenges, primarily of a political and socio-economic nature, and transform their own behavioral model. A general scheme for modeling household behavior in conditions of socio-economic instability is proposed, the initial stage of which is the influence of the external environment, which activates the adaptation mechanism in household behavior. Within its framework, a rethinking of available resources, priorities, and survival strategies occurs.

Conclusions. In conditions of socio-economic instability, households act not only as objects of influence of crisis processes, but also as active subjects of adaptation, capable of ensuring elements of internal stability of society. The constructed model of household behavior reflects a complex system of reactions to external challenges, which includes the transformation of consumer priorities, mobilization of internal resources, expansion of self-sufficiency practices, reduction of expenses for non-basic needs and activation of informal economic practices.

Keywords: household; behavioral modeling; national economy; instability; socio-economic crisis; consumption; business entity.

References:

1. Horodniak, I.V. (2016). Metodolohichni zasady analizu sotsialno-ekonomichnoi sutnosti domohospodarstv [Methodological principles of analysis of the socio-economic essence of households]. Economy and society, Vol. 6, 3-7. URL: https://economyandsociety.in.ua/journals/6_ukr/1.pdf
2. Kaspshyshak, A.V. (2023). Domohospodarstvo yak subiekt finansovoi diialnosti: teoretychni aspekty doslidzhennia [Household as a subject of financial activity: theoretical aspects of research]. Socio-economic problems of the modern period of Ukraine, Vol. 6 (164). DOI: https://doi.org/10.36818/2071-4653-2023-6-6 
3. Kizyma, T.O. (2008). Domohospodarstvo yak instytutsiina ekonomichna odynytsia ta subiekt finansovykh vidnosyn [Household as an institutional economic unit and subject of financial relations].  Financial system of Ukraine. Scientific notes. Series “Economy”, Vol. 10, Issue 2, 134-145.  URL: https://core.ac.uk/download/pdf/141499008.pdf
4. Krylov, D.V. (2022). Spozhyvannia domohospodarstv yak indykator stanu natsionalnoi ekonomiky Ukrainy [Household consumption as an indicator of the state of the national economy of Ukraine]. Problems of modern transformations. Series: economics and management, Vol. 3. DOI: https://doi.org/10.54929/2786-5738-2022-3-03-06 
5. Sydorova, A.V., Burkina, N.V. & Furman, T.Yu. (2020). Komparatyvnyi analiz vytrat domohospodarstv Polshchi ta Ukrainy [Comparative analysis of household expenses in Poland and Ukraine]. Problems of economy, Vol. 2 (44),  424-435. DOI: https://doi.org/10.32983/2222-0712-2020-2-424-435 
6. UNICEF (2024,  July 24). Socio-economic status of households in Ukraine: according to the results of the nationwide sample survey of the socio-economic status of households. URL: https://www.unicef.org/ukraine/media/46041/file/Sotsialno-ekonomichnyy̆%20stan%2025.07.24%20(1).pdf.pdf. 
7. Stankevych, Yu.Yu. (2010). Sotsialni aspekty funktsionuvannia vitchyznianoho domohospodarstva yak subiekta rynkovoi ekonomichnoi systemy [Social aspects of the functioning of the domestic household as a subject of the market economic system]. Ukrainian society, Vol. 3 (34), 104-111. URL: https://ukr-socium.org.ua/wp-content/uploads/2010/07/104-111__no-3__vol-34__2010__UKR.pdf 
8. Stankevych, Yu.Yu. (2014). Kharakterystyka spozhyvchoi povedinky vitchyznianykh domohospodarstv [Characteristics of consumer behavior of domestic households.]. Scientific Bulletin of Kherson State University. Series: Economic Sciences, Vol. 7(1), 49-52. URL: http://www.ej.kherson.ua/journal/economic_07/12.pdf 
9. Shaposhnykov, K., Krylov, D. & Lozychenko O. (2022). Rol zaoshchadzhen domohospodarstv u rozvytku natsionalnoi ekonomiky [The role of household savings in the development of the national economy]. Galician Economic Bulletin, Vol. 76. Issue 3, 5-14. DOI: https://doi.org/10.33108/galicianvisnyk_tntu2022.03.005
10. FoodDrinkEurope (2023). Data & Trends. EU Food and Drink Industry. URL: https://www.fooddrinkeurope.eu/wp-content/uploads/2023/12/FoodDrinkEurope-Data-Trends-Report-2023-digital.pdf?utm_source=chatgpt.com