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

Thesis title: 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
Author: Dekker, Robin
Thesis type: Diploma thesis
Supervisor: Machek, Martin
Opponents: Tahal, Radek
Thesis language: English
Abstract:
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.
Keywords: Personality Traits; COVID-19 Pandemic; Brand Importance; Essential Products; Consumer Behaviour
Thesis title: The effect of the COVID-19 Pandemic on Brand Importance attributed to Essential Products, and the implications of Consumer Personality
Author: Dekker, Robin
Thesis type: Diplomová práce
Supervisor: Machek, Martin
Opponents: Tahal, Radek
Thesis language: English
Abstract:
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.
Keywords: Consumer Behaviour; Brand Importance; COVID-19 Pandemic; Personality Traits; Essential Products

Information about study

Study programme: International Management
Type of study programme: Magisterský studijní program
Assigned degree: Ing.
Institutions assigning academic degree: Vysoká škola ekonomická v Praze
Faculty: Faculty of Business Administration
Department: Department of Marketing

Information on submission and defense

Date of assignment: 14. 12. 2021
Date of submission: 18. 8. 2022
Date of defense: 27. 9. 2022
Identifier in the InSIS system: https://insis.vse.cz/zp/79091/podrobnosti

Files for download

    Last update: