TRANSFORMATION OF THE MARKETING APPROACHES CAUSED BY THE COVID-19 PANDEMIC - Scientific conference
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Рік заснування видання - 2014

TRANSFORMATION OF THE MARKETING APPROACHES CAUSED BY THE COVID-19 PANDEMIC

26.05.2023 22:09

[1. Economic sciences]

Author: Liudmyla Kurylo, Doctoral Degree in Economics, full professor, National University «Kyiv-Mohyla Academy», Kyiv; Artem Serhiienko, graduate student, National University « Kyiv-Mohyla Academy», Kyiv


Today, Ukraine is at war for its independence and territorial integrity, which leads to significant economic losses. In addition, all of this is happening against the background of negative processes related to the COVID-19 pandemic.

The crisis phenomena caused by the pandemic, which had an unprecedented impact on the development of the economy of the world and Ukraine in particular, in most cases were primarily manifested via the disruption of the logistics chains of the products movement. According to the analysis, the main challenges for the smooth running of economic activity were obstacles in the organization of logistics to achieve the manufactured products competitiveness and failures in the established sales relations at the time of the finished products supply from the manufacturer to the end consumer. This necessitated change or improvement of the existing approaches to enterprise marketing activities.

According to the analysis, the crisis conditions prompted the search for new alternative marketing approaches in the activities of enterprises engaged in the production and sale of food products. We believe that most of them can be applied in post-pandemic periods, just like the acquired experience, which will become the basis for the rapid restoration of food supply chains in the next crisis periods.

The important measures at the macro level, which can mitigate the consequences of the crisis phenomena for consumers, include the provision of state financial assistance to the most vulnerable sections of the population to reduce social tension and stimulate demand, limited export of socially important goods, and introduction of the temporary state regulation of socially important goods prices.

Consumer habits and preferences of the population in many countries have changed somewhat during the pandemic. For example, we can witness a more pronounced trend of consumption of healthy and ecologically clean food products, customers bought more fresh fruits and vegetables. Surveys conducted in European countries demonstrate that such preferences will remain even after the lifting of the restrictions related to the pandemic [1]. We believe that this opportunity for domestic consumers was limited due to the suspension of food markets, which are one of the largest channels for the sale of vegetable, fruit, and berry products in Ukraine. In order to quickly solve the problem of fresh products delivery and to prevent disruptions in the products sale, direct producers of agricultural goods and food will focus more on selling directly as well as through specialized branded stores and will engage the delivery services using digital technologies for the fresh products promotion more actively.

Also, the stability of food supply chains is ensured by appropriate product packaging as well as usage of the technologies that increase their shelf life. This will allow for the formation of larger volumes of warehouse stocks. In order to increase the competitiveness of producers of packaged agricultural products and food products and to restore broken sales chains, it is necessary to ensure the certification of international and European product standards and to create conditions for their quality check and control.

In the context of an increased level of threats to the life and health of consumers, it is also important to provide comprehensive information about food products, which is ensured by appropriate labeling and data contained on the label. We believe that the trend towards healthy food will increasingly shape the attitude and preferences of consumers in the future.

At the beginning of the crisis, retailers faced the need to quickly address the panic spreading among the consumers and caused by the uncertainty of the future and negative expectations regarding future access to food. In this case, they implemented approaches to mitigate the effects of unpredictable frenetic demand and ensure the uniformity of food supply in the context of crisis, which presented itself as the restrictions introduced on the number of purchased goods and the reduced operating hours of retailers. The necessary preventive measures in this situation also entail the expansion of stocks or the formation of direct links, namely between retail outlets and producers of agricultural products and food.

Consumer behavior was influenced by a policy of social distancing, where customers are forced to shop alone and fast, moving around a store at a safe distance, with a limited number of visitors staying indoors at the same time. According to research, in such an environment consumers prefer well-known brands and products of higher quality [2]. Thus, the creation and promotion of one’s own brand in the food market will be an important component of increasing enterprise competitiveness.

References:

1. Borsellino, V. , Kaliji, S. A., Schimmenti E. COVID-19 Drives Consumer Behaviour and Agro-Food Markets towards Healthier and More Sustainable Patterns. Sustainability 2020, № 12, Р. 1-26

2. Maibutnie spozhyvchykh rynkiv [The future of consumer markets]. PwC. Available at: https://www.pwc.com/ua/uk/survey/2021/future-of-consumer-markets-ukr.pdf

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