Author: A. Shumei, PhD Stud., ORCID ID: 0000-0002-6212-0097
Taras Shevchenko National University of Kyiv, Kyiv, Ukraine

Annotation: Consumer behavior and the basket of Ukrainians have undergone certain transformations due to the spread of COVID-19
and the introduction of quarantine measures. Fear, panic, uncertainty about the future, reduced income and temporary job
losses were the main factors that affected consumers. First of all, this was reflected in the dynamics of changes in the structure
of economic expenditures in the first half of 2020 compared to 2019. The introduction of quarantine had the features of
increasing online orders, non-cash payments, purchase of long-term storage goods, medicines, and goods for the
organization of work in a remote format. The increase in spending on these items has created delayed demand from consumers.

The purchase of clothes, shoes and travel arrangements have been put on hold. It should be noted that such
transformations were temporary. After the restrictions were lifted, people returned to their old eating habits. Research has
shown that people are sensitive to information. This was reflected in the increase in the share of non-cash payments, because
the mass media recommended avoiding cash payments. This experience has shown us the reasons why sellers and
manufacturers must constantly monitor information and news and be able to predict further developments. Consumers must
be open to working with sellers and producers so that sellers and producers can understand the consumers’ interests and
meet their demands. Recommendations were developed for public authorities to improve the adaptation of public policy to
changes in consumer behavior in the context of the introduction of restrictive measures for buyers in the form of quarantine;
for enterprises to increase the effectiveness of enterprise policy in a pandemic; for consumers to build relationships with
sellers and manufacturers on an ongoing basis.

Keywords: consumer basket, COVID-19, household expenditures.

Received: 13/06/2022
1st Revision: 25/06/2022
Accepted: 18/07/2022

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