Impact of the macro-environment on functioning of the market of bank payment cards in Ukraine

In order to assess action of factors that influence development of the Ukrainian market of bank payment cards and determine specific features of formation of its infrastructure and interaction of its subjects, the article conducts a marketing study of the market of bank payment cards with the use of factor STEEP and SWOT analyses. In the result of the conducted STEEP analysis, the study of groups of factors showed that the market of bank payment cards in Ukraine is influenced by social, technological, economic and political and legal factors. They form its positive and negative perception. Ecological factors do not exert influence due to poorly developed culture of protection of environment in the country. All the said factors form together the level of trust of the population to the market of bank payment cards and also the readiness to conduct settlements with the use of such a payment instrument as the bank payment card. In order to reveal strengths and weaknesses of the domestic market of bank payment cards, the article conducts SWOT analysis of the market, which allowed making a conclusion that there are more weaknesses than strengths at this stage of development. Two main aspects need to be marked out among strengths: advantages for the market subjects (development of activity of Ukrainian banks, single-emission and multi-emission payment systems, companies - acceptors of payment cards) and advantages for the population of the country (main positive aspects of the market of this type of payment instruments for existing and potential holders of banking payment cards).