Фактори, що впливають на ціноутворення у воєнний час

Abstract

Війна ускладнює ціноутворення через руйнування, скорочення виробництва та порушення логістики. У статті проаналізовано фактори, які впливають на ціну (курс валют, ціни на споживчі товари, пальне, енергоносії, зміна харчових звичок, рівень заробітної плати тощо), динаміку їх зміни, вплив на рівень цін на ринку та розроблено рекомендації щодо ціноутворення під час війни.

The article investigates the factors causing changes in prices for goods and services during wartime. The relevance of the work is due to the significant impact of price dynamics on the stability of the domestic market and the well-being of the population, which experienced serious upheavals during the pandemic and the subsequent escalation of the armed conflict. Although there are numerous publications on pricing strategies and pricing in various fields, the specifics of pricing during war under constantly changing conditions remain underexplored. The purpose of this work is analyse the factors influencing pricing during war. The dynamics of key factors affecting prices, including exchange rates, the consumer price index, fuel costs, energy and utility tariffs, wage levels, and consumer habits, were analysed for the period from February 2022 to April 2025. A sustained devaluation of the Hryvnia against the US dollar and the Euro occurred. Ukraine experienced a period of high inflation in 2022, caused by the war. However, throughout 2023, inflationary processes slowed down significantly, and in 2024–2025, a trend towards price stabilization with moderate annual growth is observed. There was a general increase in prices for all types of fuel, with a particularly significant price surge at the beginning of the full-scale invasion in 2022. After that, prices continued to rise, reaching peak values in 2023, and then stabilized at a high level with a tendency for further slight increase. Regarding utility tariffs, there has been a significant increase in electricity tariffs, while prices for natural gas and wastewater services for the population remain unchanged. This indicates a differentiated approach by regulatory bodies to tariff formation for various types of utility services, aimed at social support for the population during wartime and economic instability, while responding to changes in production and supply costs. Changes in the dietary habits of the population also occurred due to rising food prices, decreased income, and stress resulting from air raids, shelling, and blackouts. Despite a slight increase in the average wage level, the purchasing power of the population has not grown. The research results can be useful for entrepreneurs, marketers, and public administration bodies when developing pricing policies during martial law.