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University Economic Bulletin

Article

Assessment of the attractiveness of regional retail markets in Ukraine using the combined GRDI-IMI methodology

Anastasiia Kyrychenko
Retrieved from Vol. 20, No. 2, 2025 Pages 57–66
Received
31.07.2025
Revised
02.12.2025
Accepted
24.12.2025
Published
26.12.2025
Views
216

Abstract

In the current conditions of economic transformation caused by the COVID-19 pandemic and the full-scale invasion by the Russian Federation (24 February 2022), research into the attractiveness of regional retail markets in Ukraine was particularly relevant. Despite socio-economic shocks, the market is showing gradual recovery, but regional disparities in economic potential, trade infrastructure saturation and investment levels created uneven conditions for development. The aim of the study was to assess the attractiveness and potential of regional retail markets, taking into account the macroeconomic situation, infrastructure, investment activity, and market digitalisation based on the combined GRDI- IMI index. Statistical data from government agencies, open sources, and methods of indicator normalisation, weighted indexing, and integration of macroeconomic and market factors were used. The results obtained showed that combining the Global Retail Development Index (GRDI) approach with the Index of Macroeconomic Integrality (IMI) allows for a comprehensive assessment of the prospects for regional market development. Significant heterogeneity in the attractiveness of regional markets was revealed: the leaders were Kyiv City, Dnipropetrovsk and Lviv regions, powerful regional centres – Kyiv and Kharkiv regions, medium potential – Poltava, Odesa and Vinnytsia regions, and low potential – regions that have experienced significant economic shocks due to the war. The study offered practical guidelines for strategic planning of retail network development. The proposed GRDI-IMI methodology provided a comprehensive approach to assessing the market and macroeconomic attractiveness of regions, which could become the basis for a differentiated retail development policy in Ukraine. The results can be used by both state institutions to develop regional economic policy and by retail enterprises and investors to make strategic management decisions

Keywords

retail trade development index; regional competitiveness; investment attractiveness of regions; integrated assessment indicators; macroeconomic market analysis; methods of ranking regions; strategic planning of retail networks

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Suggested citation

Kyrychenko, A. (2025). Assessment of the attractiveness of regional retail markets in Ukraine using the combined GRDI-IMI methodology. University Economic Bulletin, 20(2), 57-66. https://doi.org/10.69587/ueb/2.2025.57