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Consumer behavior might be considered as a kind of economic or social behavior, but, in any case, it bases on the psychological traits of the person and depend on his motivation. The last is a trigger in the decision-making process of particular product`s purchasing. That is why one of the main approaches in describing consumer behavior is psychoanalytic theory. In contrast to the rational theory of knowledge, psychoanalysis leaves room for the irrational decisions and momentary impulses that "It" provokes. Just remind sacral consumption — the belief that not only goods are acquired, but also a certain lifestyle, hopes for improving one's own life and etc. In general, consumption is influenced by a number of factors, among which F. Kotler mentions: cultural factors, social, personal and psychological factors. The article describes the factors of internal and external influence on the behavior of consumers, the possibilities of their influence to direct the psychological factors of behavior in marketing activities and the main psychological aspects of consumer behavior and factors that determine the choice of a particular type of consumer behavior. The main groups of factors that influence the formation and implementation of consumer behavior are analyzed, special attention is paid to socio-psychological factors: social class (eight groups: the top of society, conservatives; dominant traditionalists; traditionally working class; dominant "new"; trendsetters; avant-garde; social "dependers"; poors), reference group, communication, social norms and values, personal lifestyle. There are examples of successful and unsuccessful marketing decisions of companies that, accordingly, account or ignored the needs of their consumers in the article. By the way, for Ukrainians, the main criteria for choosing a product are: price, brand and packaging, since the psyche of the consumer is not always aimed specifically at the product and, if products are more or less uniformity, the consumer will choose one, focusing not only on the specific differences of the goods, but also on their appearance.

In the scientific article the author investigates the issue of consumer protection in the activities of the European Union. The principle according to which the consumer of the European Union is a weaker party in the obligation is considered. The author analyzes the normative regulation of consumer protection in the European Union. It is shown that classification of consumer rights is supported by a large number of scientists, who divide them in general and special. The term "consumer" and similar terms in EU legislation are considered. The signs of the consumer are defined as categories of law and legislation of the EU. Legislative acts which regulate the application of law in the EU are investigated. Consumer agreement rule is analyzed, according to which the law of the country of origin of the consumer is subject to application. Exceptions to consumer agreements in the Regulation (EU) № 593/2008 of the European Parliament and of the Council of 17 June 2008 on the law applicable to contractual obligations (Rome I) are highlighted. Regulatory legal acts which regulate the procedural issues of consumer protection in the EU, in particular Regulation (EU) No 1215/2012 'On jurisdiction, recognition and enforcement of judgments in civil and commercial matters', also entitled "Brussels I" have been investigated. Application of the Brussels I Regulation about consumer agreements has been researched. Alternative systems which are aimed at minimizing barriers for consumers in the access to justice have been analyzed. Legal regulation, object and content of the Alternative Dispute Resolution system have been investigation. Attention is also focused on the system of interactive dispute resolution, its scope of activities and content. Extra-judicial network of consumer rights protection and its constituent elements, in particular European Extra Judicial Network, ICPEN-Europe, the subgroup, which was set up by the European Commission, European Association for the Coordination of Consumer Representation in Standardization ...

Introduction. Modern civilization both in a scientific-theoretical discourse and in an assessment by the persons not involved in science but with an active public position is endowed with such characteristics as crises, risks, dangers. At the same time, the cause of all the many crisis processes and phenomena in the modern consumer society as a product of the industrial era is bankrupting, first of all, in the field of value and motivational and volitional aspects of human activity. Now targets of all types of human activities, including health preservation, are permanently dependent on the imperatives of consumer profitability.Purpose: to investigate the specifics of the individual's health-preservation activity in a light of the dialectical categories of "freedom" and "necessity".Methods. Health is a complicated and multifaceted phenomenon the study of which requires a complex methodology that integrates the techniques of classical and non-classical philosophy. The methodological basis of this article is a comparative approach which made it possible to analyze the interaction of the dialectical categories "freedom" and "necessity" in health preservation in today's consumption society.Results. In everyday life, freedom is likened to being able to make a choice. At the same time, it should be remembered that having a choice is only an outward sign of freedom. The qualitative characteristics of choice and therefore of the freedom of action in health preservation will always be determined by a number of existing opportunities and conventionalities that are grouped around knowledge about health, values, and money of a certain social entity. It is also important to take into account the important fact that in the space of consumption the freedom of choice in health-preserving activity often goes with stimulative practices on the part of manufacturers and suppliers and, as a consequence, formal health-preserving action on the part of a consumer.Conclusions. It would be too naive to think about humankind's immediate awareness of the need to create a global health-preserving paradigm based on healthy consumption. For such an optimistic development of events, modern civilization is too divergent in its socio-economic, geographical, political components. Now in Ukraine, the health-preserving activity of average consumers is carried out in the illusory freedom format provided by a wide variety of goods and services. Incompetence, dishonesty, uncontrollability in the production and quality of goods and services demonstrate the imaginableness of freedom on all matters pertaining to human health. At the same time, an objective need arises to be healthy in order to live a dignified life with creative inspiration and to raise our children with dignity. Unfortunately, today the quality of health-preserving activity of Ukrainians is exclusively in the space of their own actions and their personal responsibility.

The article deals with the economic nature and classification of consumer loans, the peculiarities of the process of consumer lending to households by Ukrainian banks, and evaluates the standards of lending to individuals as a way of regulating consumer credit. Consumer loans in the credit portfolio of the banking system of Ukraine have been analyzed and consumer lending performance indicators have been investigated. The impact of accelerated and insufficiently controlled growth of consumer credit is substantiated, which exacerbated the problems of imbalance of the commodity and credit markets and contributed to the accumulation of risks. However, a significant increase in consumer credit in Ukraine has become an important factor in the development of the banking system and the economy as a whole. Problems in the organization of crediting and prospects of future development are analyzed. The development of credit management systems for consumer crediting of individuals has been determined, which allows to reduce substantially the expenses of the bank for identifying the risk of consumer crediting at a separate place of the seller of credit products of the bank, to centralize and to carry out objective control of crediting conditions in territorially separated branches and "bank" banks. minimum requirements for the analytical ability of the credit inspector.Legal regulation of relations between consumers of goods, works and services and producers and sellers of goods, contractors and service providers is carried out by means of consumer protection legislation, which contains a set of sectoral legal acts, which establish the basic rights of consumers. mechanism for the exercise and protection of these rights, in particular as regards guarantees, and the legal consequences of infringement of those rights.It is noted that scoring is one of the most successful examples of the use of mathematical and statistical methods in business, which due to the rapid growth of the credit market of Ukraine and the risks associated with the credit business, scoring methodology is extremely necessary for Ukrainian banks. ; У статті розглянуто економічну сутність та класифікацію споживчих кредитів, особливості здійснення процесу споживчого кредитування населення банками України та оцінено стандарти кредитування фізичних осіб як спосіб регулювання споживчого кредиту. Здійснено аналіз споживчих кредитів в кредитному портфелі банківської системи України та досліджено показники ефективності споживчого кредитування. Обґрунтовано вплив прискореного і недостатньо контрольованого зростання споживчого кредиту, що загострило проблеми незбалансованості товарного і кредитного ринків і сприяло нагромадженню ризиків. Проте значне зростання споживчого кредиту в Україні стало важливим чинником розвитку банківської системи й економіки в цілому. Проаналізовано проблеми в організації кредитування та перспективи розвитку в майбутньому. Відзначено, що скоринг є одним з найуспішніших прикладів використання математичних і статистичних методів у бізнесі,який у зв'язку із швидким ростом кредитного ринку України та ризиків, пов'язаних із кредитним бізнесом, методика скорингу стає вкрай необхідною для українських банків.

У статті зроблено спробу розкрити та проаналізувати еволюцію поглядів українських та зарубіжних науковців стосовно поширення феномену споживацтва, узагальнюються різні підходи до вивчення цієї проблеми від часів середньовіччя до сьогодення. Виявлено особливості гносеологічного і онтологічного розуміння суспільства споживання, а також розкрито суспільні мотиви сучасного споживання. Обґрунтовується позиція, що теорія суспільства споживання має ряд як переваг так і недоліків. Доведено, що суспільство споживання є об'єктом дослідження у царині багатьох наук – економічних, політичних, соціологічних, управлінських, що потребує комплексного та міждисциплінарного його осмислення. ; The article is about the attempt to discover and analyze the evolution of views of Ukrainian and foreign philosophers and scientists about disseminate of the consumerism phenomenon. Also it generalizes the various approaches to the research of this prolem from the Middle Ages to the present time. It gives the reader some information on the peculiarities of epistemological and ontological understanding of consumer society and also the author of the article reveals the social motives of modern consumption. It substantiates the position to the theory of consumer society has a number of advantages and disadvantages. It is proved that the consumer society is the object of research in the realm of many science - economic, political, social, administrative, and it requires its complex and interdisciplinary comprehension.

The essence and elements of consumer protection in Ukraine. Discovered objective conditions need to build systems of consumer protection and analysed its reform strategy. The principles on which this system should be based and proposed government priorities concerning the formation of consumer protection in Ukraine. Key words: protection, service, rights, consumer, consumer protection. ; Досліджено сутність та елементи системи захисту прав споживачів в Україні. Виявлено об'єктивні передумови необхідності побудови систем захисту прав споживачів та проананалізовано стратегію її реформування. Визначено принципи на яких повинна базуватися дана система та запропоновано державні пріорітети, щодо формування системи захисту прав споживачів в Україні. Ключові слова: захист, послуга, права, споживач, система захисту прав споживачів.

Establishing a system of consumer interest protection in the financial services market involves a comprehensive process of updating financial knowledge under the influence of environmental factors in terms of access to financial products and services and the ability to solve financial problems freely. A number of international regulations are in place to form a sound basis for the regulation of this process, which complement each other and ensure concerted activity between all actors in the financial services market. This paper analyzes in more detail the key points of the MiFID Directive and its latest versions, which are aimed at improving the activities of the European financial market in terms of its structure, transparency, investor security, internal and external controls

Establishing a system of consumer interest protection in the financial services market involves a comprehensive process of updating financial knowledge under the influence of environmental factors in terms of access to financial products and services and the ability to solve financial problems freely. A number of international regulations are in place to form a sound basis for the regulation of this process, which complement each other and ensure concerted activity between all actors in the financial services market. This paper analyzes in more detail the key points of the MiFID Directive and its latest versions, which are aimed at improving the activities of the European financial market in terms of its structure, transparency, investor security, internal and external controls

У статті розглянуто сутність та витоки ідеї феномена мас, детермінанти появи масової свідомості у соціально­філософському та політологічному аспектах. Проаналізовано вплив зовнішніх факторів на установки мас у контексті соціально­психологічних і інформаційно­комунікативних складових. Визначені головні характеристики суспільства споживання: масове споживання матеріальних благ і формування відповідної системи цінностей і установок. Окреслено труднощі, з якими стикається дослідник феномена мас. Розглянуто теорію Ж. Бодрійяра про симуляцію в мас­медіа. Досліджено погляди вченого про взаємозалежність інформації і смислу, сутнісні характеристики симуляції. Показано прояви властивостей мас: відсутність атрибуту, предикату, якості, референції. Розглянуто поняття медіа­тероризму та його вплив на свідомість мас у контексті інформаційної війни між Росією та Україною, основні види інформаційного тероризму та пов'язані з ним загрози інформаційній безпеці, оцінюється ступінь їх небезпеки. Показана реакція мас на медіа­тероризм, зокрема виникнення міжнаціональних конфліктів, деструктивних явищ у суспільстві (депресія, зневіра в державу і т.д.). Надані рекомендації щодо ефективного управління масами в епоху суспільства споживання, вміння протистояти спробам маніпулювання собою за допомогою інформаційних потоків. ; У статті розглянуто сутність та витоки ідеї феномена мас, детермінанти появи масової свідомості у соціально­філософському та політологічному аспектах. Проаналізовано вплив зовнішніх факторів на установки мас у контексті соціально­психологічних і інформаційно­комунікативних складових. Визначені головні характеристики суспільства споживання: масове споживання матеріальних благ і формування відповідної системи цінностей і установок. Окреслено труднощі, з якими стикається дослідник феномена мас. Розглянуто теорію Ж. Бодрійяра про симуляцію в мас­медіа. Досліджено погляди вченого про взаємозалежність інформації і смислу, сутнісні характеристики симуляції. Показано прояви властивостей мас: відсутність атрибуту, предикату, якості, референції. Розглянуто поняття медіа­тероризму та його вплив на свідомість мас у контексті інформаційної війни між Росією та Україною, основні види інформаційного тероризму та пов'язані з ним загрози інформаційній безпеці, оцінюється ступінь їх небезпеки. Показана реакція мас на медіа­тероризм, зокрема виникнення міжнаціональних конфліктів, деструктивних явищ у суспільстві (депресія, зневіра в державу і т.д.). Надані рекомендації щодо ефективного управління масами в епоху суспільства споживання, вміння протистояти спробам маніпулювання собою за допомогою інформаційних потоків. ; The article examines the nature and origins of the idea of the phenomenon of mass, the mass consciousness, determinants of social and political science and philosophical aspects. The influence of external factors on the installation of the masses in the context of socio­psychological, informational and communicational components is analyzed. The main characteristics of the consumer society: mass consumption of goods and the formation of an appropriate system of values and attitudes are identified. Outlined the difficulties faced by the researcher mass phenomenon. The theory of Jean Baudrillard about simulation in the media is observed. The views of scientific information and interdependence of meaning, the essential characteristics of the simulation are investigated. Signs of mass properties: missing attribute, predicate, quality, references are demonstrated. The issue of media terrorism and its impact on the consciousness of the masses in the context of the information war between Russia and Ukraine is examined, the main kinds of informational terrorism and the threats to the informational safety, also the degree of their danger is valued. The reaction of mass media on terrorism, including the emergence of ethnic conflicts, destructive phenomena in society (depression, disappointment in the state, etc.) are shown. The recommendations for effective management of the masses in the era of consumer society, the ability to resist attempts to manipulate them through information flows are provided. Large masses of people can not live without appropriate management mechanisms. In the past, the management of mass activity was easier (in this regard, worked, for example, including religion), since the world was more stable, so its model (picture) was also constant and fixed. Today, the world is in a dynamic, and it requires more sophisticated methods of management that take into account both this dynamics and the fact that a greater variety of permitted human behavior options is taken. That is, the past stages with one version of behavior and established views on the world are from these positions simple and easy to manage mass consciousness. The masses do not possess any attribute, nor a predicate, nor a quality, nor a reference. It is in this that they are determined, or radical uncertainty. They have no sociological reality. The silent majority (which is the masses) is the imaginary referent, which is very easily subjected to zombie. Therefore, the question arises about the peculiarities of mass management in the era of consumption, the participation of the mass media in the formation of positive attitudes of the masses. The humanities involved in this do not analyze and produce texts, they produce life, since they have the purpose of changing behavior. It is precisely this adaptation that allows humanity to move forward.

Abstract. Problem. The issue of the impact of construction projects on the environment is extremely relevant and complex. Analysis of publications. The study of the negative impact of rolling stock, dust, noise, vibration, emissions during the operation of engines, as well as the impact of construction processes on the environment were engaged in such scientists as I.Ye. Evgeniev, RA Kizima, D.W. Зерка-лов, М.В. Немчинов, О.Л. Boychenko and others [1, 3, 4, 8, 9]. The aim is to assess the degree of impact of the road and transport on the environment. Presenting main material. Consumer properties of roads are a set of indicators that directly meet the needs of road users: safety, speed, continuity, comfort of traffic; road capacity, in particular the ability to pass cars and road trains with permitted axle loads, total weight and dimensions; ecological and aesthetic condition of the road; level of service and information support [2]. Ecological safety of the highway depends on the technical level, operational condition of the road and road structures, intensity and composition of traffic and characterizes the impact of the road on the environment within the limits of environmental standards, including harmful vehicle emissions, noise pollution, migration of animals, reptiles etc. [6]. Cars with gasoline engines are especially harmful in this regard. Diesel engines have a much lower level of toxicity and contain much less harmful substances. On the entire area of land occupied by the road and the construction of the road complex, on temporarily allotted land for reserves, quarries and other developments should be removed fertile layer of soil with bulldozers that cut and move the soil some distance. In the course of performance of this work the soil is exposed to mechanical disturbance. The construction area becomes a category of disturbed lands, which include lands with a removed or covered humus layer, not suitable for agricultural and forestry use without prior restoration of fertility [3, 7, 10, 11]. Conclusions. In order to protect the environment, many countries around the world are introducing laws designed to limit the negative impact of vehicles on the state of the biosphere, which requires the creation of modern environmental legislation and regulatory framework for environmental safety. ; Анотація. У процесі будівництва та експлуатації автомобільних доріг створюється додаткове екологічне навантаження на навколишнє середовище, яке спричиняє погіршення екологічної рівноваги. Основними джерелами забруднень є: вирубка лісу, пошкодження ґрунтового шару, змив забруднень з місць проведення будівельних робіт, створення надмірного шуму, викиди двигунів під час руху автомобілів та ін. Врахування цих факторів буде створювати умови для поліпшення екологічної складової споживчих властивостей.

Abstract. Problem. The issue of the impact of construction projects on the environment is extremely relevant and complex. Analysis of publications. The study of the negative impact of rolling stock, dust, noise, vibration, emissions during the operation of engines, as well as the impact of construction processes on the environment were engaged in such scientists as I.Ye. Evgeniev, RA Kizima, D.W. Зерка-лов, М.В. Немчинов, О.Л. Boychenko and others [1, 3, 4, 8, 9]. The aim is to assess the degree of impact of the road and transport on the environment. Presenting main material. Consumer properties of roads are a set of indicators that directly meet the needs of road users: safety, speed, continuity, comfort of traffic; road capacity, in particular the ability to pass cars and road trains with permitted axle loads, total weight and dimensions; ecological and aesthetic condition of the road; level of service and information support [2]. Ecological safety of the highway depends on the technical level, operational condition of the road and road structures, intensity and composition of traffic and characterizes the impact of the road on the environment within the limits of environmental standards, including harmful vehicle emissions, noise pollution, migration of animals, reptiles etc. [6]. Cars with gasoline engines are especially harmful in this regard. Diesel engines have a much lower level of toxicity and contain much less harmful substances. On the entire area of land occupied by the road and the construction of the road complex, on temporarily allotted land for reserves, quarries and other developments should be removed fertile layer of soil with bulldozers that cut and move the soil some distance. In the course of performance of this work the soil is exposed to mechanical disturbance. The construction area becomes a category of disturbed lands, which include lands with a removed or covered humus layer, not suitable for agricultural and forestry use without prior restoration of fertility [3, 7, 10, 11]. Conclusions. In order to protect the environment, many countries around the world are introducing laws designed to limit the negative impact of vehicles on the state of the biosphere, which requires the creation of modern environmental legislation and regulatory framework for environmental safety. ; Анотація. У процесі будівництва та експлуатації автомобільних доріг створюється додаткове екологічне навантаження на навколишнє середовище, яке спричиняє погіршення екологічної рівноваги. Основними джерелами забруднень є: вирубка лісу, пошкодження ґрунтового шару, змив забруднень з місць проведення будівельних робіт, створення надмірного шуму, викиди двигунів під час руху автомобілів та ін. Врахування цих факторів буде створювати умови для поліпшення екологічної складової споживчих властивостей.

The article is devoted to the study of legal problems that arise when consumers purchase low-quality products. The division of deficiencies into ordinary and significant, established in the Law "On the Protection of Consumer Rights", does not correspond to the definition of defective products in the legislation of the countries of the European Union and creates a kind of hierarchy of consumer rights when buying low-quality goods.It is concluded that today the consumer, as one of the main participants in market relations, is quite limited in his rights, and Ukrainian legislation in this area needs to be improved. In consumer relations, where one of the parties is a non-professional individual (weak side), and on the other, a professional business entity (strong side), the legislator must take the side of protecting consumer rights. It is substantiated that the formation of the institution of consumer rights protection in Ukrainian legislation should be based on the current development of market conditions, the main international trends in this area, take into account European experience and be consistent with the Directives of the European Union. Changes to the norms of the current legislation are proposed in order to improve, harmonize and bring them in line with international standards in the field of consumer protection. ; У статті досліджуються юридичні проблеми, які виникають у разі прид-бання споживачами неякісної продукції. Поділ недоліків на звичайні та істотні, встановлений у Законі «Про захист прав споживачів», не відповідає визначенню дефектної продукції у законодавстві країн Європейського Союзу і створює своєрідну ієрархію прав споживача в разі придбання неякісного товару.Автор дійшла висновку, що на сьогодні споживач як один з найголовніших учасників ринкових відносин є досить обмеженим у своїх правах, а українське законодавство в цій сфері потребує нагального доопрацювання. У споживацьких відносинах, де однією зі сторін є фізична особа-непрофесіонал (слабша сторона), а іншою – суб'єкт ...

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.