Substantiation of the marketing policy of banks on the basis of statistical analysis of the payment card market
Authors:   Rivne State Univercity of Humanities, Mykytyn Taras , Khyzhniakova Nadiia ,   Rivne State Univercity of Humanities, Rahulina Viktoriia ,   OTP Bank
Published: January 2024

The aim of the article. The purposes of this article are to establish the place and role of the analysis of the payment card market in the substantiation of the marketing policy of banks, to analyze the state of the payment card market in Ukraine, to identify existing trends, problems and prospects for development, to suggest ways to solve problems in the field of management and marketing of card products. Analyses results. As a result of the articles: 1) establishment of the place and role of the analysis of the payment card market in the substantiation of the marketing policy of banks; 2) analysis of payment card market in Ukraine on the basis of statistical data on the issue of state and commercial banks, collecting by National Bank of Ukraine; 3) establishment of payment cards in Ukraine and the development of the trend of development; 4) searching the problems and prospects for the development of the market of payment cards in Ukraine; 5) ability to improve the use of the foreign examples for the management and marketing of card products. The economic and statistical analysis of market processes is an integral part of the algorithm for making managerial decisions in the field of marketing. Statistical analysis of the payment card market should serve as a reliable basis for the formation of the bank's marketing policy in general and, in particular, the marketing policy for the implementation of settlements and the use of card products. The dynamics of the payment card market and the level of its development today are indicators by which it is possible to track the degree of development of the banking sector of the economy. Analysis of the payment card market in Ukraine carried out on the basis of statistical data collected by the National Bank of Ukraine as a regulator of banking activity, gave us the next results. All the main indicators characterizing the development of the payment card market in Ukrvain have a steady upward trend in recent years. These are, in particular, the number and amount of non-cash payment transactions, the number of issued and active payment cards, indicators of payment infrastructure development. In order to ensure further development of the payment card market in Ukraine and increase the efficiency of its functioning, it is necessary to implement the following measures: the government of Ukraine and the National Bank of Ukraine should inform citizens about the effectiveness and expediency of using payment cards; carry out advertising and information campaigns to improve the financial literacy of the population; reduce commission costs to a level that allows banks and payment service providers to provide enterprises with tariffs lower than the cost of accepting and processing cash payments; expand bonus programs that will be interesting for different groups of the population and will be based on the daily needs of customers; additionally stimulate customers by accruing interest on their own funds on the card account; investigate governmental and national factors hindering the processes and implementation of new technologies for the implementation of payment card projects; others. To carry out interstate comparisons, it is proposed to apply relative indicators that allow leveling the influence of the size of territories and population. These indicators include relative indicators of assessing the scale of the market, market infrastructure and the development of card payments. There is no doubt that the current development of payment card infrastructure in Ukraine is not favorable enough for the necessary use of payment cards and reducing the volume of cash transactions. To compare the level of development of the infrastructure of banks' operations with payment cards in Ukraine and some EU countries, we consider data on the number of terminals per 1 million people, which proves that this figure is almost 3.5 times lower than the average European level. That is, there is a certain potential for the development of this segment. Conclusions and directions for further research. As soon as the market of payment cards in Ukraine is available, it is possible to say that banks can use their payment cards to work a regular basis. Cardholders will be able to transfer the right to transactions with the vicoristanie of payment cards. The number of payment infrastructures has been expanded, and the payment of the goods has been extended to the technical progress. The bank's payment card market in Ukraine will continue to grow. At a greater pace, there is a greater increase in the number of operations with card use, first of all, for the development of banking payment services. On the basis of the market of payment cards, we will be able to observe our parameters up to the markets of the European powers and the United States. Analyzing the foreign experience of banking technologies, we can say that the development and openness of developed payment systems is an impetus for the non-cash market of Ukraine and has a significant impact on the development of banks' operations with payment cards in Ukraine. After all, the gross share of new products of the last 10 years commercial banks of Ukraine borrowed on world payment markets (for example, electronic interbank mail, telemarketing, mobile applications, real-time payments, client-bank system, Internet banking and telebanking). That is, exploring the world experience of non-cash payments and their implementation in Ukraine, it can be noted that commercial banks in Ukraine are quite skillful in implementing the positive experience of their foreign colleagues, adjusting it to personal practice, which significantly increases the turnover of integration of the banking system of Ukraine into the world banking system.