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У статті представлено результати ініційованого та проведеного авторами дослідження в рамках проекту «Продовольчий кошик жителя м. Чернівці». Проведено аналіз споживчої поведінки населення регіону на продовольчому ринку. Презентовано результати додаткового пробного дослідження структури продовольчого кошику домогосподарств м. Чернівці. Визначено та систематизовано чинники, які впливають на поведінку споживачів у контексті соціально-економічної специфіки параметрів розвитку продовольчого ринку регіону. Зроблено висновок щодо основних загроз, зумовлених зміною структури продовольчого кошика та раціону споживання. ; The research of regional food market in the light of changing consumer behaviour during the crisis is caused by the importance of food market as the main indicator: of trust to regional authorities and their ability to control and stabilize the main regional markets, perception and results of reforms, food security in the region. The decisions on the need for intervention in market processes, including food market, should be based on the research of consumer behavior: their advantages, preferences, reactions on changing prices, incomes, tastes, political and social factors etc. The aim of the article is to analyze consumer behaviour of population of the region in food market, to determine and systematize factors that affect it in the context of socio-economic specificity of parameters of food market development. The results of the first phase of the project "Food basket of the resident of Chernivtsi city" which was initiated by the authors allow to make a conclusion which products Ukrainian people consume during the crisis and which ones don't. The authors have collected the information about the structure and characteristics of food products consumption by residents of Chernivtsi and identified potential markers of disproportions in the system of food products supply to the markets of the city in order to avoid in future speculative price increase for basic foods and to create the foundations of food safety of Chernivtsi. Additional test investigation of the structure of household food basket of Chernivtsi has allowed the authors to gather and organize the information concerning the list of basic products which form food basket, to clarify the places of purchasing, their frequency in focus groups of consumers of different ages, family status, social status etc. It is established that restructuring of consumer basket of the population of Chernivtsi is affected by: inflation processes, caused in majority by national currency devaluation; panic moods, caused by military and political events at the East of Ukraine and the uncertainty of the residents of Chernivtsi of the presence of mechanisms for realization of food safety system and sometimes even the wish of central and regional authorities to discuss these issues at appropriate level, world prices fluctuation for grain, and, as a result, higher prices for basic groats and other. To prevent further price speculations regional authorities based on a constant monitoring should quickly apply trade interventions, instruments of state regulation and measures to stimulate regional producers and wholesale suppliers.

The research of regional food market in the light of changing consumer behaviour during the crisis is caused by the importance of food market as the main indicator: of trust to regional authorities and their ability to control and stabilize the main regional markets, perception and results of reforms, food security in the region. The decisions on the need for intervention in market processes, including food market, should be based on the research of consumer behavior: their advantages, preferences, reactions on changing prices, incomes, tastes, political and social factors etc. The aim of the article is to analyze consumer behaviour of population of the region in food market, to determine and systematize factors that affect it in the context of socio-economic specificity of parameters of food market development. The results of the first phase of the project "Food basket of the resident of Chernivtsi city" which was initiated by the authors allow to make a conclusion which products Ukrainian people consume during the crisis and which ones don't. The authors have collected the information about the structure and characteristics of food products consumption by residents of Chernivtsi and identified potential markers of disproportions in the system of food products supply to the markets of the city in order to avoid in future speculative price increase for basic foods and to create the foundations of food safety of Chernivtsi. Additional test investigation of the structure of household food basket of Chernivtsi has allowed the authors to gather and organize the information concerning the list of basic products which form food basket, to clarify the places of purchasing, their frequency in focus groups of consumers of different ages, family status, social status etc. It is established that restructuring of consumer basket of the population of Chernivtsi is affected by: inflation processes, caused in majority by national currency devaluation; panic moods, caused by military and political events at the East of Ukraine and the uncertainty of the residents of Chernivtsi of the presence of mechanisms for realization of food safety system and sometimes even the wish of central and regional authorities to discuss these issues at appropriate level, world prices fluctuation for grain, and, as a result, higher prices for basic groats and other. To prevent further price speculations regional authorities based on a constant monitoring should quickly apply trade interventions, instruments of state regulation and measures to stimulate regional producers and wholesale suppliers. ; У статті представлено результати ініційованого та проведеного авторами дослідження в рамках проекту «Продовольчий кошик жителя м. Чернівці». Проведено аналіз споживчої поведінки населення регіону на продовольчому ринку. Презентовано результати додаткового пробного дослідження структури продовольчого кошику домогосподарств м. Чернівці. Визначено та систематизовано чинники, які впливають на поведінку споживачів у контексті соціально-економічної специфіки параметрів розвитку продовольчого ринку регіону. Зроблено висновок щодо основних загроз, зумовлених зміною структури продовольчого кошика та раціону споживання.