Differences in consumer buying behaviour in consumer markets of the EU member states and Ukraine

. Globalisation processes, which are actively developing worldwide, stipulate the expansion of the limits of goods markets. The range of consumer goods sold in EU member states and Ukraine is similar. However, demand for consumer goods is different by qualitative and technical characteristics, and price is not the same. This can be explained by different buying capacity of the population. An examination of both import and export commodity structure and consumer buying behaviour at European and domestic markets is the issue of utmost importance in terms of the implementation of the Association Agreement between the European Union and Ukraine and functioning of free trade area. Purpose. The article aims to define the differences in consumer buying behaviour in consumer markets of the EU member states and Ukraine, explain the decisive role of personal income in determining consumer buying behaviour and construct a model of such behaviour across countries with regard to the basket of main goods and services. Methods. To conduct the research, the authors use stepwise regression method with F-tests and pre-standardization of factors and resultant feature to construct the model of consumer buying behaviour at the consumer market. Results. The authors of the article have conducted a scientific research of consumer behaviour and defined major approaches to consumer buying behaviour. The research provides a general model of differences in consumer buying behaviour in consumer markets of the EU member states and Ukraine, testifying to considerable dissimilarities in buying behaviour between them. The greatest fluctuations of demand for the main items relating to the basket of consumer goods are observed in terms of consumption of bread and cereals, fruits, clothing and footwear. The least fluctuations of consumer preferences are peculiar to meat, fish and seafood, as well as services relevant to hotel and restaurant business, culture and recreation. Conclusions. The conducted research of the models of consumer buying behaviour testifies to the existence of considerable differences in consumers’ buying behaviour of EU member countries and Ukraine. Personal income, i.e. purchasing power, has the most essential influence on consumer buying behaviour.