Apr 26, · This article analyzes 12 years of recent scholarly research on consumer behavior published in the five leading international journals in this field. Analyzing academic contributions to a specific area of research provides valuable insights into how it has evolved over a defined blogger.com by: 62 The paper "Consumer Behaviour: Personality and Lifestyle" is a perfect example of marketing coursework. The effects of consumer behavior have been important in economists’ research areas for the economic impacts that came with the phenomenon This paper explores the possible uses of online news discussions that emerge following the publication of news on the Internet. It is suggested that this medium provides those investigating consumer behaviour with a new, previously unavailable, source of information (at almost no direct cost)
Consumer Behaviour Research Papers - blogger.com
Try out Consumer behavior research paper Labs and tell us what you think. Learn More. The COVID pandemic and the lockdown and social distancing mandates have disrupted the consumer habits of buying as well as shopping, consumer behavior research paper. Consumers are learning to improvise and learn new habits.
For example, consumers cannot go to the store, so the store comes to home. While consumers go back to old habits, it is likely that they will be modified by consumer behavior research paper regulations and procedures in the way consumers shop and buy products and services.
New habits will also emerge by technology advances, changing demographics and innovative ways consumers have learned to cope with blurring the work, leisure, and education boundaries. The purpose of this research paper is to examine the impact of Covid pandemic on consumer behavior, consumer behavior research paper. Will the consumers permanently change their consumption habits due to lockdown and social distancing or will they go back to their old habits consumer behavior research paper the global crisis is over?
Will there be new habits consumers will acquire due to new regulations related to air travel, consumer behavior research paper, shopping at the shopping centers and attending concerts and sports events? Will consumers find that going to a store or attending an event in person is much of a hassle, and therefore, it is better to let the store or the event come to home?
To some extent, this has been happening for quite some time in sports tournaments and entertainment by broadcasting them on television and radio. All consumption is location and time bound. Consumers develop habits over time about what to consume, when and where Sheth, aSheth, b.
Of course, this is not limited to consumption. It is also true of shopping, searching for information and post consumption waste disposal. And consumer behavior is highly predictable, and we have many good predictive models and consumer insights based on past repetitive buying behavior at the individual level. While consumption is habitual it is also contextual. Context matters and there are four major contexts which govern or disrupt consumer habits.
The first is change in the social context by such life events as marriage, consumer behavior research paper, having children and moving from one city to another. The social context includes workplace, community, neighbors, and friends. The second context is technology. And as breakthrough technologies emerge, they break the old habits. The most dramatic technology breakthroughs in recent years are smart phones, internet and ecommerce.
Online search and online ordering have dramatically impacted the way we shop and consumer products and services. A third context that impacts consumption habits is rules and regulations especially related to public and shared spaces as well as deconsumption of unhealthy products.
For example, consumption of smoking, alcohol, and firearms are regulated consumption by location. Of course, public policy can also encourage consumption of societally good products and services such as solar energy, electric cars, and mandatory auto and home insurance services and vaccines for children.
The fourth and less predictable context are the ad hoc natural disasters such as earthquakes, hurricanes, and global pandemics including the Covid pandemic we are experiencing today, consumer behavior research paper.
Similarly, there are regional conflicts, civil wars as well as truly global wars such as the World War II, cold war, and Great Depression of the late twenties and the Great Recession of — All of them significantly disrupted both consumption as well as production and supply chain.
The focus of this paper is to examine both the immediate as well as the long-term impact of Covid on consumption and consumer behavior. As mentioned before, all consumption and consumer behavior are anchored to time and location. Since World War II, more and more women have been working resulting in reduction of discretionary time. It is estimated that today more than 75 percent for all women with children at home are working fulltime. This has resulted in time shortage and time shift in family as well as personal consumption.
Monday through Fridays, no one is at home between 8am to 5 pm for service technicians to do installations and maintenance of appliances as well as repairs of broken heating and cooling systems.
The supplier has to make appointments with the household to ensure there will be someone at home to open the door. There is also time shortage as the discretionary time of the homemaker is now nondiscretionary due to her employment. Consumer behavior research paper time shortage has resulted in consumers ordering online and have products delivered at home. Similarly, vacations are no longer two or three weeks at a time but are more minivacations organized around major holidays such as Easter, Christmas, Thanksgiving, Memorial Day, and Labor Day extended weekends.
This has resulted in location constraint and location shortage. We have mobility shift and mobility shortage. Working, schooling and shopping all have shifted and localized at home.
At the same time, consumer behavior research paper, there is more time flexibility as consumers do not have to follow schedules planned for going to work or to school or to shop or to consume. Shortage of space at home is creating new dilemmas and conflicts about who does what in which location space at home.
As homo sapiens, we are generally more territorial and each one needs her or his space, we are all struggling with our privacy and convenience in consumption. Consumers are stockpiling essential products for daily consumption resulting in temporary stockouts and shortages. This includes toilet paper, bread, water, meat, disinfecting and cleaning products. Hoarding is a common reaction to managing the uncertainty of the future supply of products for basic needs.
Hoarding is a common practice when a country goes through hyperinflation as it is happening in Venezuela. In addition to hoarding, there is also emergence of consumer behavior research paper gray market where unauthorized middlemen hoard the product and increase the prices. This has happened with respect to PPE personal protection equipment products for healthcare workers including the N95 masks. Finally, the temporary extra demand created by hoarding, also encourages marketing of counterfeit products.
We have not done enough empirical research on the economic and the psychology of hoarding in consumer behavior. Consumers learn to improvise when there are constraints, consumer behavior research paper. In the process, existing habits are discarded and new ways to consume consumer behavior research paper invented. The coronavirus unleashed the creativity and resilience of consumers for such tradition bound activities as weddings and funeral services. Sidewalk weddings and Zoom funeral services substitute for the traditional location centric events.
Consumer behavior research paper was also true for church services especially on Easter Sunday. Improvisation to manage shortage of products or services is another area of future research. It leads to innovative practices and often leads to alternative option to location centric consumption such as telehealth and online education. Once again, there is no systemic empirical or scientific research on improvisation.
The closest research is on improvisation is Jugaad in India. It means developing solutions that work by overcoming constraints imposed by social norms or government policy. Jugaad also means doing more with less, seeking opportunity in adversity and thinking and acting flexibly and following the heart Radjou, Prabhu and Ahujo, Pent-up Demand. During times of crisis and uncertainty the general tendency is to postpone purchase and consumption of discretionary products or services.
Often, this is associated with large ticket durable goods such as automobiles, homes, and appliances. It also includes such discretionary services as concerts, sports, bars, and restaurants. This results in shift of demand from now into the future.
Pent up demand is a familiar consequence when access to market is denied for a short period of time for services such as parks and recreation, movies, and entertainment. While economists have studied impact of pent up demand on the GDP growth, there is very little research in consumer behavior about the nature and scope of pent up demand.
Embracing Digital Technology. Out of sheer necessity, consumers have adopted several new technologies and their applications. The obvious example is Zoom video consumer behavior research paper. Just to keep up with family and friends, most households with the internet have learned to participate in Zoom meetings.
Of course, it has been extended to remote classes at home for schools and colleges and to telehealth for virtual visits with the physician and other health care providers. Most consumers like social media including Facebook, WhatsApp, YouTube, WeChat, LinkedIn, consumer behavior research paper, and others.
The internet is both a rich medium and has global reach. The largest nations in population are no longer China and India. They are Facebook, consumer behavior research paper, YouTube, and WhatsApp. Each one has more than a billion subscribers and users.
This has dramatically changed the nature and scope of word of mouth advices and recommendations as well as sharing information. One of the fastest growing areas is influencer marketers. Many of them have millions of followers. It will be interesting to see if technology adoption will break the old habits. While we have studied diffusion of innovation for telephones, television, and the internet, we have not experienced a global adoption of social media in highly compressed cycle.
Store Comes Home. Due to complete lockdown in countries like India, South Korea, China, Italy, and other nations, consumers are unable to go to the grocery store or the shopping centers. Instead, the store comes home. So does work and education. This reverses the flow for work, education, health and purchasing and consumption, consumer behavior research paper.
In home delivery of everything including streaming services such as Disney, consumer behavior research paper, Netflix, and Amazon Prime is breaking the odd habits of physically going to brick and mortar places.
It is also enhancing convenience and personalization in consumer behavior. Blurring of Work-Life Boundaries.
Consumers are prisoners at home with limited space and too many discrete activities such as working, consumer behavior research paper, learning, shopping, and socialization. This is analogous to too many needs and wants with limited resources. Consequently, there is blurring of boundaries between work consumer behavior research paper home and between tasks and chats.
Consumer Behavior Research
, time: 3:04Impact of Covid on consumer behavior: Will the old habits return or die?
Apr 26, · This article analyzes 12 years of recent scholarly research on consumer behavior published in the five leading international journals in this field. Analyzing academic contributions to a specific area of research provides valuable insights into how it has evolved over a defined blogger.com by: 62 field. Therefore, given the importance of consumer behavior research, a comprehensive literature study of more recent con-tributions to this area of research is warranted. In this regard, this article serves to assess the structure and evolution of consumer behavior research content in business disciplines In order to develop a framework for the study consumer behaviour it is helpful to begin by considering the evolution of the field of consumer research and the different paradigms of thought that have influenced the discipline. As described in this article, a set of dimensions can be identified in the literature,File Size: KB
No comments:
Post a Comment