Даунсайзинг як стратегія цінової адаптації: маркетингові механізми та практики впровадження

The study is devoted to the analysis of downsizing as a marketing tool for hidden price adaptation of enterprises in crisis conditions. The relevance of the topic is due to the active use of practices to reduce production volumes while maintaining nominal prices on the Ukrainian market as a result of military actions, devaluation of the hryvnia, and rising production costs. The goal is to conceptualize downsizing in the system of marketing strategies and to formulate recommendations for ethical implementation, taking into account the balance between economic feasibility and transparency. The methodological basis includes a systematic approach, comparative analysis of international and domestic practices, multi-criteria systematization of downsizing forms by degree of reduction, transparency of communication, and industry specifics. Five psychological mechanisms of consumer perception have been identified: differential attention to price and quantity, the anchoring effect of the nominal price, limited rationality, the difficulty of mental arithmetic of unit prices, and the loss effect according to prospect theory. It was found that the elasticity of demand by quantity is 2-3 times lower than the elasticity by price, which explains the economic efficiency of downsizing. The peculiarities of the Ukrainian market have been identified: the prevalence of hidden forms with minimal transparency, the lack of effective regulation, high short-term consumer tolerance, and the accumulation of latent dissatisfaction. A five-stage strategic decision-making model and a matrix for integrating downsizing with the marketing mix have been developed. The theoretical significance lies in expanding the understanding of the mechanisms of indirect price adaptation in anti-crisis marketing. The practical value is determined by the possibility of using the methodology for assessing the feasibility and recommendations for transparent communication to minimize reputational risks. The limitation is the lack of primary empirical research. Prospects are related to the quantitative assessment of the impact of downsizing on brand equity and consumer loyalty of Ukrainian enterprises. Article type: theoretical.