Bulletin of Taras Shevchenko National University of Kyiv. Economics.

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Authors: A. Sholoiko, PhD in Economics, Senior Researcher, Associate Professor Taras Shevchenko National University of Kyiv, Kyiv, Ukraine

Insurer's choice of the priority type of insurance under uncertainty using game theory and decision-making criteria is grounded. The priority types of insurance for investigated insurance company are identified. These are such types of insurance: compulsory insurance of civil liability of owners of vehicles; voluntary cargo and luggage insurance; accident insurance; voluntary medical insurance. The advantages and disadvantages of using game theory in the field of determination of priority types of insurance for insurer are found. The advantages include the relative simplicity and availability of the method, taking into account the different states of the environment, simultaneous comparison of different types of insurance. The advantages include ignoring the principle of diversification of the insurance activity and some contradiction in the results obtained from the gains matrix based on insurance premiums and loss matrix based on insurance payments. That is why it is better to compile matrix not for all types of insurance but for some groups such as property insurance, liability insurance etc. It is also necessary to combine game theory and other methods to reach more precise results.

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Authors: V. Zhurylo, PhD in Economics, Associate Professor Taras Shevchenko National University of Kyiv, Kyiv, Ukraine

The study addresses the problem of the formation of customer loyalty in the market of high-tech products. It examines existing approaches to defining the determinants that influence the formation of loyalty in the consumer market. On the basis of generalization of existing approaches it is proposed to divide the determinants of such groups: behavioral, perceptual, marketing and individual determinants of customers loyalty. Marketing research was conducted to identify the features of the market behavior of Ukrainian consumers of high-tech products. As the result, the main tends of consumers behavior, external and individual factors of actualization and influence on the consumers motivation were determined. Ukrainian consumers' loyalty was sorted depending on the reasons to buying high-tech products and consumer involvement in this process. Each type of market behavior of consumers corresponds to a certain type of consumer loyalty. Cognitive, agreement, demonstrative loyalty are formed in the case of high consumer involvement in the buying process. Active, perceptual loyalty and loyalty of convenience are observed in the case of low involvement.

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Authors: I. Mazur, Doctor of Sciences (Economics), Professor, Taras Shevchenko National University of Kyiv, Kyiv, Ukraine, A. Shyshak, PhD student National academy for public administration under the President of Ukraine, Kyiv, Ukraine

The socio-economic nature of the shadow economy is revealed. The shadow economy has both positive and negative signs for the society; the possibility for the population to survive in conditions of economic crisis, reducing transaction costs authors refer to positive signs, and the destructive economic development to negative. The common (prohibitions and restrictions) and partial (high tax burden and inefficient system of its administration; numerous bureaucratic procedures; mistrust to the government institutions and the judiciary; corruption in all levels of the governance, etc.) causes of the shadow economy in entrepreneurship are disclosed. It is argued that the shadow economy is neither a sector nor a certain part of the legal economy, it can be in any sector of the legal economy closely interlaced with it, and therefore its limits cannot be clearly identified (determine) in the formal economy. The shadow economy is not possible to determine especially in the information society. The categories of the shadow economy and its structuring are suggested. It has been researched the historical roots of the shadow economy spread in entrepreneurship, and lie in the shadow of public-private partnership which carries interests of "civil servant-entrepreneurs" and allows to manage state resources and control market. Therefore, the shadow policy creates favorable conditions for the entrepreneurs to work in the shadow. At the same time, access to the shadow entails stricter regulation by the state. It is proved that corruption is a part of the shadow economy, not an independent phenomenon, so they should be research comprehensively and systematically. Instead of overcoming the shadow economy and its component – corruption has been suggested to establish favorable business environment for their unfavorable existence, that is to carry out deshadowing of the economy

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Authors: Y. Petlenko, PhD in Economics, Associate Professor, К. Mуlovanova, economist Taras Shevchenko National University of Kyiv, Kyiv, Ukraine

The question of an essence and types of the government fiscal policy on different stages of economic cycle are investigated in this article. The main types of fiscal policy in Ukraine during 1991-2015 years on the different phases of the economic cycle are described in the given research.