Consumer behavior of Millennials in Czech Republic when facing multiple crises: experiences from the COVID-19 pandemic and the 2022 energy crisis

Název práce: Consumer behavior of Millennials in Czech Republic when facing multiple crises: experiences from the COVID-19 pandemic and the 2022 energy crisis
Autor(ka) práce: Rodriguez Esponda, Franco Eduardo
Typ práce: Diploma thesis
Vedoucí práce: Kottika, Efthymia
Oponenti práce: Vinš, Marek
Jazyk práce: English
Abstrakt:
The current thesis aimed to investigate whether the consumer behavior of millennials living in the Czech Republic was affected by the COVID-19 pandemic and the 2022 energy crisis. A qualitative approach, specifically the thematic analysis, and in-depth interviews were chosen to explore and reveal changes in behavior. The findings of the study showed a clear shift from physical to online stores as a result of the anti-pandemic measures and a decline in consumption due to the reduction of the disposable income at the beginning of the pandemic. After the lockdowns and restrictions were lifted, the consumption recovered, as the use of services such as restaurants and bars increased. The 2022 energy crisis caused a consistent rise in inflation, and prices of goods and utilities increased, while consumption dropped again. Overall, the findings of this research revealed that the impact of these crises on the economy affected millennials’ decision-making, and thus consumer habits. Subsequently, recommendations to businesses to cope with this kind of scenarios were provided.
Klíčová slova: Consumer behavior; COVID-19; Energy crisis; Millennials; Czech Republic
Název práce: Consumer behavior of Millennials in Czech Republic when facing multiple crises: experiences from the COVID-19 pandemic and the 2022 energy crisis
Autor(ka) práce: Rodriguez Esponda, Franco Eduardo
Typ práce: Diplomová práce
Vedoucí práce: Kottika, Efthymia
Oponenti práce: Vinš, Marek
Jazyk práce: English
Abstrakt:
The current thesis aimed to investigate whether the consumer behavior of millennials living in the Czech Republic was affected by the COVID-19 pandemic and the 2022 energy crisis. A qualitative approach, specifically the thematic analysis, and in-depth interviews were chosen to explore and reveal changes in behavior. The findings of the study showed a clear shift from physical to online stores as a result of the anti-pandemic measures and a decline in consumption due to the reduction of the disposable income at the beginning of the pandemic. After the lockdowns and restrictions were lifted, the consumption recovered, as the use of services such as restaurants and bars increased. The 2022 energy crisis caused a consistent rise in inflation, and prices of goods and utilities increased, while consumption dropped again. Overall, the findings of this research revealed that the impact of these crises on the economy affected millennials’ decision-making, and thus consumer habits. Subsequently, recommendations to businesses to cope with this kind of scenarios were provided.
Klíčová slova: Energy crisis; Czech Republic; Consumer behavior; Millennials; COVID-19

Informace o studiu

Studijní program / obor: 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: 30. 5. 2022
Datum podání práce: 13. 12. 2022
Datum obhajoby: 1. 2. 2023
Identifikátor v systému InSIS: https://insis.vse.cz/zp/80790/podrobnosti

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