Research of consumer preferences in the book market

Abstract

The paper analyzes current trends in consumer preferences of young people in the Ukrainian book market, compares the results of 2021 with pre-quarantine indicators in 2018, based on this determined the impact of the crisis on them; a comparison of the pricing policy for fiction books in Ukraine and abroad on a specific example, and provides some recommendations for further activities of companies in this market. All issues were considered in terms of young readers of both Ukrainian and foreign fiction, published not earlier than 2010 and available for sale in Kyiv both in offline stores and on Internet sites