Analysis of the marketing environment and consumer behavior in the real estate market of Ukraine

Bondarenko Olena
PhD of Philosophy Sciences, associate professor, associate professor Department of Marketing and International Logistics, Odesa National Economic University, Odesa, Ukraine, E-mail:7871996@gmail.com, ORCID: https://orcid.org/0000-0001-9853-5051

Kushchak Daria
student of the 45/1 st group of the Faculty of International Economics, Odesa National Economic University, Odesa, Ukraine, E-mail:dasha.kushak@gmail.com, ORCID: https://orcid.org/0009-0000-7587-0535

Cite this article:

Bondarenko O., Kushchak D. (2025) Analysis of the marketing environment and consumer behavior in the real estate market of Ukraine. Ed.: V.V. Kovalenko (ed.-in-ch.) and others [Analiz marketyngovogo seredovyshha ta povedinky spozhyvachiv na rynku neruhomosti Ukrainy.: V.V. Kovalenko (gol. red.)], Scientific Bulletin of the Odesa National Economic University (ISSN 2313-4569), Odesa National Economics University, Odesa, No. 2 (327), pp.89-97.

Abstract

The aim of the article is to analyze the marketing environment and consumer behavior in the real estate market of Ukraine, particularly in Odesa, under economic, social, and wartime transformations. The study is based on the use of an analytical method to assess price dynamics in the primary and secondary markets, as well as the impact of external factors such as military actions, the COVID-19 pandemic, and energy crises. A comparative approach was applied to determine regional price formation characteristics and consumer behavior. Methods of structural-logical analysis, comparison, and generalization of research results were used. The methodological and informational basis of the study includes scientific papers, materials from periodicals, and Internet resources. They indicate the adaptation of the real estate market to crisis conditions: the primary market demonstrates price stability, while the secondary market exhibits greater dynamism. The key factors influencing demand include housing security, its autonomy, well-developed infrastructure, and participation in state programs such as "YeOselya" and "YeVidnovlennia". The role of digital channels in developers' marketing strategies is highlighted, particularly the use of social media and analytical platforms to attract clients.. The article provides a comprehensive analysis of the adaptation of Ukraine’s real estate market to crisis conditions, particularly under the influence of military actions, the COVID-19 pandemic, and energy crises. Key demand factors such as housing security, autonomy, infrastructure, and state programs are identified. The novelty of the study lies in the assessment of the impact of digital marketing strategies and regional price formation characteristics in the primary and secondary markets The article provides recommendations for adapting developers' marketing strategies to new market conditions, with a particular focus on security, affordability, and digitalization of processes. The study also emphasizes the importance of integrating state programs into sales strategies, which helps stimulate demand and increase sales volumes. The presented analysis will be useful for developers, marketers, and government agencies working on the recovery and development of the real estate market.

Keywords

Marketing environment, consumer behavior, real estate market.

JEL classification:M310; R310; D120; H810;DOI: https://doi.org/10.32680/2409-9260-2025-2-327-89-97

UD classification:332.72.332.8

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