The effect of the COVID-19 Pandemic on Brand Importance attributed to Essential Products, and the implications of Consumer Personality

Název práce: The influence of marketing stimuli on consumer (purchasing) behaviour in times of COVID-19. A comparative study on personality types and the context of subcultures
Autor(ka) práce: Dekker, Robin
Typ práce: Diploma thesis
Vedoucí práce: Machek, Martin
Oponenti práce: Tahal, Radek
Jazyk práce: English
Abstrakt:
This thesis aimed to investigate the impact of crises such as pandemics on the importance of brands when consumers purchase essential products. In light of the COVID-19 pandemic, we conducted a retrospective study to determine whether the brand was an important factor that influenced buying behaviour and to what extent a consumer’s personality traits moderated this relationship. To test our hypotheses, we conducted a quantitative study to test our hypotheses and administered a questionnaire to 228 respondents. Based on the results, our main findings suggest that consumers with higher levels of coronavirus fear placed more importance on brands when buying health and safety items. Simultaneously, the analysis of demographic factors suggested that brand importance for health and safety items differed among age groups. Where Gen-Z did not place importance on brands, we did find that for older generations; brands played a role in purchasing products related to health and safety. These findings could aid marketers, and brand managers of essential goods, in considering the appeal of their branding and communication strategies and better tailor them to different generation segments in times of crisis.
Klíčová slova: Personality Traits; COVID-19 Pandemic; Brand Importance; Essential Products; Consumer Behaviour
Název práce: The effect of the COVID-19 Pandemic on Brand Importance attributed to Essential Products, and the implications of Consumer Personality
Autor(ka) práce: Dekker, Robin
Typ práce: Diplomová práce
Vedoucí práce: Machek, Martin
Oponenti práce: Tahal, Radek
Jazyk práce: English
Abstrakt:
This thesis aimed to investigate the impact of crises such as pandemics on the importance of brands when consumers purchase essential products. In light of the COVID-19 pandemic, we conducted a retrospective study to determine whether the brand was an important factor that influenced buying behaviour and to what extent a consumer’s personality traits moderated this relationship. To test our hypotheses, we conducted a quantitative study to test our hypotheses and administered a questionnaire to 228 respondents. Based on the results, our main findings suggest that consumers with higher levels of coronavirus fear placed more importance on brands when buying health and safety items. Simultaneously, the analysis of demographic factors suggested that brand importance for health and safety items differed among age groups. Where Gen-Z did not place importance on brands, we did find that for older generations; brands played a role in purchasing products related to health and safety. These findings could aid marketers, and brand managers of essential goods, in considering the appeal of their branding and communication strategies and better tailor them to different generation segments in times of crisis.
Klíčová slova: Consumer Behaviour; Brand Importance; COVID-19 Pandemic; Personality Traits; Essential Products

Informace o studiu

Studijní program / obor: International Management
Typ studijního programu: Magisterský studijní program
Přidělovaná hodnost: Ing.
Instituce přidělující hodnost: Vysoká škola ekonomická v Praze
Fakulta: Fakulta podnikohospodářská
Katedra: Katedra marketingu

Informace o odevzdání a obhajobě

Datum zadání práce: 14. 12. 2021
Datum podání práce: 18. 8. 2022
Datum obhajoby: 27. 9. 2022
Identifikátor v systému InSIS: https://insis.vse.cz/zp/79091/podrobnosti

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