Please use this identifier to cite or link to this item: https://er.knutd.edu.ua/handle/123456789/19173
Title: Impact of the pandemic on retail trade in Ukraine
Authors: Brzhozovskyi, T.
Gudkova, N.
Keywords: marketing mix
product price
promotion
advertising
Internet marketing
COVID-19 pandemic
place
Issue Date: Dec-2021
Publisher: ГО "Європейська наукова платформа"
Citation: Brzhozovskyi T. Impact of the pandemic on retail trade in Ukraine / T. Brzhozovskyi, N. Gudkova // International scientific journal "Grail of Science", № 11 (December, 2021) with the proceedings of the II Correspondence International Scientific and Practical Conference "Modern science: concepts, theories and methods of basicand applied research" held on December 24th, 2021 by NGO "European Scientific Platform" (Vinnytsia, Ukraine) and LLC "International Centre Corporative Management" (Vienna, Austria) = Міжнародний науковий журнал "Грааль науки", № 11 (Грудень, 2021) за матеріалами II Міжнародної науково-практичної конференції "Modern science: concepts, theories and methods of basicand applied research", що проводилась 24 грудня 2021 року ГО "Європейська наукова платформа" (Вінниця, Україна) та ТОВ "International Centre Corporative Management" (Відень, Австрія). – Вінниця, Україна : ГО "Європейська наукова платформа", 2021. – P. 36-40.
Abstract: The coronavirus pandemic has had a significant impact on all areas of society. The epidemiological environment has given much uncertainty to consumers and companies alike, resulting in adaptation to the new insular environment. This article examines the impact of the coronavirus pandemic on the retail industry. Emphasis is placed on how COVID-19 has influenced changes in assortment policy in the retail sector. The prevailing epidemiological situation led to increased prices. Moreover, due to the introduction of social distancing requirements, retail shop closures and recommendations for isolation measures to prevent the spread of the virus, consumers have been spending more time purchasing goods online, using contactless payment and receipt. The study also shows that the behavioural shift in consumer actions has predominantly occurred towards digital platforms and digital content, which has created real opportunities for brands to promote beauty products by targeting advertising messages to the audiences through new Internet marketing tools. With the rise in social media engagement and the desire for digital content, new opportunities have opened up for cosmetic retailers to help maintain communication with consumers even during a pandemic.
URI: https://er.knutd.edu.ua/handle/123456789/19173
Faculty: Інститут права та сучасних технологій
Department: Кафедра філології та перекладу (ФП)
Appears in Collections:Матеріали наукових конференцій та семінарів
Кафедра філології та перекладу (ФП)

Files in This Item:
File Description SizeFormat 
Brzhozovskyi_Gudkova_Article_24.12.21.pdf330,42 kBAdobe PDFView/Open


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.