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2014 | Global Business Towards New Paradigm in Time of Crisis | 211--224
Tytuł artykułu

Influence of the Global Crisis on Customer Purchase Behavior Versus Changes in the Retail Commerce

Warianty tytułu
Języki publikacji
The economic crisis which originated in 2007 in the United States has influenced the purchasing behavior of consumers in many countries. According to Flatters and Willmott, one of the four main tendencies in consumer behavior during the economic crisis is the need for simplicity - in an attempt to avoid risk consumers seek simple and valuable offers. Their choice is dictated not only by the fear of risk, but also by the belief that business should be done in an ethical way - during crisis consumers expect that companies guilty of unethical behavior will be punished. Another tendency, much less frequently observed in the times of prosperity, is saving, which becomes a matter of good style. Moreover, research conducted by the above mentioned writers in 2009 showed the reluctance of buyer to consume too much as well as their tendency to "jump" from one offer to another. During crisis it is so fashionable to save money, that customer are becoming less and less loyal to the brands they have been buying so far (also to the companies). It can be stated that under the influence of the fear for then well-being, consumers are predominantly interested in the benefits of buying at lower prices, minimizing purchase risk, as well as in obtaining "hard", explicit purchase benefits. (...) This study is based on the findings of research conducted by means of a survey, which means that the researcher had no influence on the representativeness of the sample. As in any research not based on a randomly selected sample, it might be worthwhile to deepen the research on a randomly selected sample. Nevertheless, the statistical analysis of the significance of variables has revealed certain relations which may be vital for formulating marketing strategies by retail chains in the times of crisis. The fact that the research was carried out in Poland may also be seen as a limitation. Therefore, in the future it might be worthwhile to do comparative analyses with a view to identifying model relationships. (fragment of text)
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