Національно-психологічні особливості українського споживача

Abstract

Стаття присвячена дослідженню основних характеристик і особливостей поведінки українського споживача. Досліджено, що визначальними факторами, що формують потреби вітчизняного споживача, є: традиційна направленість українського соціуму, яскраво виражена інтровертність, національний індивідуалізм, консерватизм, відсутність агресивності, терпимість, емоційність, чутливість, сенсорність та жіночність національного характеру. Ключові слова: менталітет,ментальність, національний характер, споживач, поведінка споживача.

The process of restructuring of the national economy requires from Ukrainian managers a qualitative understanding of the basic principles of marketing. In the formation of the programs of impact on the consumer, attention and consideration is required for such trends as: the globalization of the world economy, increased competition, product differentiation, differentiation of values, the blurred lines between culture and subculture, possible ecological changes, the aging of the population of European countries, the growth of the role of women in all spheres of life, the acceleration of the speed of life, informational revolution, the weakening of the influence of fashion, cultural pluralism. The market situation has changed in such a way that the possibilities of the consumer as to the choice of products have increased significantly along with increasing availability of information. As a consequence there is the intensification of the struggle for the consumer. As for the domestic consumer, the experts of consumer markets observe that marketing strategies for product promotion developed for the Russian market often do not work for Ukrainian market. That is, in reality they are not perceived by Ukrainian consumers. The specific Ukrainian mentality, ethnic peculiarities and demographic structure of the population of Ukraine have their own characteristics that must be taken into account when developing marketing programs for influencing the consumer. In the middle of all these changes is the consumer which is inherent by national characteristics. The main features of the national character of the domestic consumer are the following: brightly expressed introversion, national traditionalism, national individualism, conservatism, lack of aggressiveness, tolerance, emotionality, sensitivity, sensibility and femininity of the national character. National mentality causes the corresponding differences in mental values which guide the person in private life and business. Traditions that form the basis of the formation of a new culture of consumption have been marked by Ukrainians as one of the main basic values and such, which causes behavioral stereotypes and requires additional attention from marketologists. Based on the results of the analysis of literary sources the attention is focused on the necessity of marketing personalization, the search of tools and areas of influence on the Ukrainian consumer with the use of modern Internet technologies and marketing software products. Keywords: mentality, mental setup, national character, consumer, consumer behavior.