# 84 417-420 View full article

УДК: 339.138:339.13/.17:330.342

DOI: https://doi.org/10.36887/2415-8453-2025-3-84

Yano Artem,
Deputy Director for Commercial Affairs of Furniture Factory «Konstanta» LLC,
https://orcid.org/0009-0001-2779-1581

JEL classification: M31, D11, D12, D91, L81

The article examines the transformation of marketing strategies amid changes in the logic of consumer choice, driven by the increasing complexity of the market environment, growing uncertainty, and the strengthening influence of behavioral factors. It is substantiated that contemporary market transformations are associated not only with changes in demand parameters but also with a deeper shift in the mechanisms of consumer decision-making, which are losing their characteristics of consistency, rational coherence, and predictability. It is established that classical marketing approaches, based on assumptions of stable needs, their clear identification, and alignment between declared preferences and actual behavior, are gradually losing their explanatory and practical effectiveness. The main characteristics of the transformed logic of consumer choice are analyzed, including its situational, context-dependent, and fragmented nature, shaped by information overload, bounded rationality, trust levels, perceived risk, and social validation. It is demonstrated that, under such conditions, consumer decisions are increasingly determined not by the balance of value and utility, but by an offering’s ability to meet acceptability conditions within a specific context. This leads to a divergence between declared consumer preferences and actual decision-making criteria, complicating demand forecasting and reducing the effectiveness of traditional marketing tools. A conceptual approach to transforming marketing strategies is proposed, which shifts from a focus on value creation to consideration of the conditions under which consumer choice is formed. It is determined that the effectiveness of marketing strategies in contemporary conditions depends on their ability to integrate consumers’ behavioral characteristics into strategic management processes, particularly by ensuring accessibility, increasing trust, reducing perceived risk, and minimizing cognitive load. It is substantiated that such a transformation enhances the alignment of marketing decisions with the modern logic of consumer behavior and improves their effectiveness under conditions of instability and uncertainty.

Keywords: marketing strategies; consumer choice; behavioral economics; consumer value; trust; risk; uncertainty; marketing management.

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The article was received 03.08.2025

Quote article, APA style

Yano A. 03.08.2025 . The transformation of marketing strategies in the context of changing consumer behavior. Ukrainian Journal of Applied Economics and Technology. 2025. №3. 417-420 pp. https://doi.org/10.36887/2415-8453-2025-3-84

Quote article, MLA style

Yano A. The transformation of marketing strategies in the context of changing consumer behavior. Ukrainian Journal of Applied Economics and Technology. 03.08.2025 . https://doi.org/10.36887/2415-8453-2025-3-84