HE IMPACT OF CRISES ON MARKETING PRICING AND CONSUMER BEHAVIOR

Юрій Богданович Чаплінський, Олена Ярославівна Бозуленко

Abstract


Formulation of the problem. Marketing pricing is formed in an environment of constant instability caused by economic, environmental, social, technological, and political crises. Under such conditions, traditional approaches to pricing lose their universality, and consumers perceive price as a marker of ethics, responsibility, and trust in the brand. The aim of the research is to identify the directions of influence of crisis phenomena on marketing pricing and consumer behavior, to determine the directions of adaptation of enterprises' pricing strategies to conditions of constant uncertainty, taking into account ethical, social, and reputational factors. The оbject of the research is the processes that reflect the impact of crisis phenomena on marketing pricing and consumer behavior. The methods of the research. The study is based on a systematic analysis of literary sources, classification of crises by source of origin, comparative study of cases, and generalization of empirical data. The hypothesis of the research. It is assumed that in conditions of complex crises, pricing is transformed from a purely economic instrument into a strategic mechanism for forming value, trust, and consumer loyalty. The statement of basic materials. The impact of crises on marketing pricing and consumer behavior is substantiated. Economic crises increase price sensitivity and demand for affordable offers, environmental crises shape willingness to pay a premium for sustainability, social crises reinforce the role of the ethical component of price, technological crises lead to the commercialization of security and privacy, and political crises stimulate patriotic consumption and reputation-based pricing. The originality and practical significance of the research lies in the possibility of using the results to develop flexible and crisis-resistant pricing strategies for enterprises, adapted to conditions of uncertainty. Conclusions and perspectives of further research. It is summarized that crises of various nature comprehensively transform the marketing pricing system, changing its economic and content dimensions. Prospects for further research are related to the quantitative analysis of the impact of crises on demand elasticity, as well as the development of adaptive pricing models that take into account psychological and reputational factors, particularly in the context of Ukraine's post-war economic recovery.

Keywords


marketing pricing, crisis phenomena, consumer behavior, strategy adaptation, ethical marketing, ESG factors, price transparency

References


Sakhatskyi, M., Zapsha, H., & Byshovets, O. (2024). The role and functions of marketing in managing investment and innovation activities of an enterprise under systemic crisis conditions. Economy and Society, 69, 1-10. https://doi.org/10.32782/2524-0072/2024-69-96

Bubenets, I., & Chatchenko, O. (2022). Marketing activity of enterprises in crisis conditions. Bulletin of Khmelnytskyi National University. Economic Sciences, 306(3), 323-326. https://doi.org/10.31891/2307-5740-2022-306-3-48

Ter-Karapetyants, Yu. M. (2020). The impact of crisis on marketing activities of enterprises. Efficient Economy, 6. https://doi.org/10.32702/2307-2105-2020.6.62

Retrieved from: http://www.economy.nayka.com.ua/?op=1&z=7976 (Access date: January 14, 2026)

Starovoit, V. V. (2024). Analysis of the effectiveness of digital marketing strategies to support the hotel business during a crisis. Current Issues of Economic Sciences, 3-4. https://doi.org/10.5281/zenodo.13945108

Sereda, N., Koberniuk, S., & Nemish, Yu. (2025). Marketing strategies under economic instability: Ukrainian business experience in adapting to crisis challenges. Scientific Notes of Lviv University of Business and Law, 44, 424-436.

Bespalov, V., & Yaniev, M. (2024). Marketing mix in the enterprise management system under martial law. Economy and Society, 70. https://doi.org/10.32782/2524-0072/2024-70-25

Osypenko, N. O. (2023). The impact of crisis situations on integrated marketing communications and the internal environment of the enterprise. Scientific Bulletin of Kherson State University. Economic Sciences, 48, 25-30.

Mnykh, O. B., Duliaba, N. I., Matsevko, B. V., Maznyk, Yu. I., & Staretskyi, A. O. (2025). Integrated approaches to business structure development in crisis conditions: Social responsibility, digital transformation, and marketing strategies. Academic Visions, 43.

Retrieved from: https://www.academy-vision.org/index.php/av/article/view/1965 (Access date: January 14, 2026)

Yevtushenko, N. O., & Vasylkova, N. V. (2025). Pricing policy of enterprises under instability. Economic Space, 197, 167-173. https://doi.org/10.30838/EP.197.167-173

Lagodiienko, V. V., Yehorov, B. V., Ozarko, K. S., & Holodoniuk, O. M. (2025). Marketing pricing under economic instability: Challenges and opportunities. Investments: Practice and Experience, 2, 55-60.

Chaplinskyi, Yu. B., & Voitsekh, S. V. (2018). Features of marketing pricing in different types of markets. Bulletin of Chernivtsi Trade and Economic Institute, I-II(70), 84-90.

Inflation 2022. (2022). Retrieved from: https://me.gov.ua/News/Detail?lang=uk-UA&id=9512e49a-23c2-4fe3-856e-ffde6c603089 (Access date: January 14, 2026)

Consumer sentiments 2022. (2022). Retrieved from: https://www.deloitte.com/ua/uk/about/press-room/consumer-behavior.html (Access date: January 14, 2026)

Consumers care about sustainability. (2023). Retrieved from: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/consumers-care-about-sustainability-and-back-it-up-with-their-wallets (Access date: January 14, 2026)

What’s in half a billion homes on the planet? (2023). Retrieved from: https://www.unilever.com/news/news-search/2023/whats-in-half-a-billion-homes-on-the-planet/ (Access date: January 14, 2026)

H&M’s China sales hit as boycott bites. (2021). Retrieved from: https://www.reuters.com/business/retail-consumer/hms-china-sales-hit-boycott-bites-2021-07-02/ (Access date: January 14, 2026)

Nike, Inc. (2023). Black Community Commitment 2023. Retrieved from: https://about.nike.com/en/newsroom/releases/nike-inc-black-community-commitment-2023 (Access date: January 14, 2026)

$177 million AT&T data breach settlement wins US court approval. (2025). Retrieved from: https://www.reuters.com/sustainability/boards-policy-regulation/177-million-att-data-breach-settlement-wins-us-court-approval-2025-06-20/ (Access date: January 14, 2026)

Pricing. (2025). Retrieved from: https://dataseal.io/pricing (Access date: January 14, 2026)

Williams, G. (2025). The Ukrainian designers running fashion brands during a war. Forbes. Retrieved from: https://www.forbes.com/sites/gemmawilliams/2025/03/12/the-ukrainian-designers-running-fashion-brands-during-a-war/ (Access date: January 14, 2026)




DOI: https://doi.org/10.32620/cher.2026.1.15

Refbacks

  • There are currently no refbacks.