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

• Autorzy: Magdalena Stefańska , Katarzyna Bilińska-Reformat
• Języki publikacji: EN

Abstrakty

EN

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)

Słowa kluczowe

EN

Economic crisis; Consumer behaviour; Retail trade

PL

Kryzys gospodarczy; Zachowania konsumenta; Handel detaliczny

• Czasopismo: Scientific Publications / University of Economics in Katowice
• Rocznik: 2014
• Tom: Global Business Towards New Paradigm in Time of Crisis
• Strony: 211--224

Twórcy

autor

Magdalena Stefańska

• University of Economics in Poznań, Poland

autor

Katarzyna Bilińska-Reformat

• University of Economics in Katowice, Poland

Bibliografia

• Amalia P, Ionut P., 2009, Consumers' Reaction and Organizational Response in Crisis Context, "Annals of Faculty of Economics. University of Oradea", Vol. 1(5).
• Balabanis G., Diamantopoulos A., 2004, Domestic Country Bias, Country-of-Origin Effects, and Consumer Ethnocentrism: A Multidimensional Unfolding Approach, "Journal of the Academy of Marketing Science", Vol. 32, No. 1.
• Bilińska-Reformat K., 2013, Consumers Behaviours on the Market for Food Commodities and Their Impact on Commercial Enterprices, Raporty IBRKK, Warszawa: Handel Wewnętrzny w Polsce, Rynek artykułów żywnościowych.
• Bilińska-Reformat K., Reformat B., 2012, Marketing sieciowych organizacji handlowych w kształtowaniu i promocji ofert sprzedażowych dla konsumenta, in: Marketing produktów systemowych, L. Żabiński (red.), Warszawa: PWE.
• Bilińska-Reformat K., 2012, Wpływ kryzysu na rozwój sieci dyskontowych w handlu artykułami żywnościowymi w Polsce, in: Nowe trendy w dystrybucji produktów żywnościowych. Determinanty i kierunki ewolucji, (red.) Z. Waśkowski, M. Sznajder, Zeszyty Naukowe, nr 237, Poznań: UE.
• "Biuletyn Informacyjny ARR", 2012 [ARR Information Bulletin], nr 3.
• Hermann S., 2009, The Crisis and Customer Behavior: Eight Quick Solutions, "Journal of Customer Behavior", Vol. 8, Iss. 2.
• Flatters P., Willmott W., 2009, Understanding the Post - Recession Consumer, "Havard Business Reviev", Vol.7, Iss. 7/8.
• Koniorczyk G., 2012, Marketing produktów usługowych taniej gospodarki, in: Marketing produktów' systemowych, L. Żabiński (red.), Warszawa: PWE.
• CBOS, 2009, Reakcje na kryzys gospodarczy, Komunikat z badań, Warszawa, February.
• Lamey L., Deleersnyder B., Dekimpe M.G., Steenkamp J.-M.E.M., 2012, The Efect of Business-Cycle Fluctuations on Private-Label Share: What Has Marketing Conduct Got to Do with It?, "Journal of Marketing", Vol. 76 (1).
• Lamey L., Deleersnyder B., Dekimpe M.G., Steenkamp J.-M.E.M., 2007, How Business Cycles Contribute to Private-Label Success: Evidence From the United States and Europe, "Journal of Marketing", Vol. 71 (1).
• Nestorowicz R., Stefańska M., 2013, Tendencje w komunikacji przedsiębiorstw handlu żywnością z konsumentami, in: Handel wewnętrzny w Polsce. Rynek artykułów spożywczych, U. Kłosiewicz-Górecka (red.), Warszawa: IBRKK.
• "Newsweek extra Moje Zakupy" [My Shopping], September 2009.
• Nistorescu T., Puiu S., (2009), Marketing Strategies Used in Crisis - Case Study, MPRA Paper, No. 17743, University of Munich, http://mpra.ub.uni-muenchen.de/17743/ l/retail_strategies.pdf.
• Pilarczyk B., Stefańska M., 2010, Retail Marketing Strategies - Evolution and the Future of Retail Companies in Poland, in: Proceedings of 9fh International Conference Marketing Trends, Paris-Venice, J.-C. Andreani and U. Collesei (eds.), Paris-Venice: Marketing Trends Association, www.marlceting-trends-conference.com.
• Pilarczyk B., Stefańska M., 2013, Generic Types of Competitive Strategies in the Polish Retail Industry, Logistika, No. 762, L'viv: L'vivskaja Politechnika - Visnik.
• CBOS, 2009, Reakcje na kryzys gospodarczy', Komunikat z badań, Warszawa, February.
• Roche C., Silverstein M., Ducasse P., Charpilo N., 2009, Winning Consumers Through the Downturn: 2009 BCG Global Report on Consumer Sentiment, Boston, MA: The Boston Consulting Group.
• Shimp T.A., Sharma S., 1987, Consumer Ethnocentrism: Construction and Validation of the CETSCALE, "Journal of Marketing Research", Vol. 24, No 3.
• Watson J.J., Wright K., 2000, Consumer Ethnocentrism and Attitudes toward Domestic and Foreign Products, "European Journal of Marketing", Vol. 34, No. 9/10.
• www.bankier.pl/inwestowanie/notowania/macro/dane.html?page=6&id=51.
• www.biedronka.pl.
• www.kpmg.com/PL/pl/IssuesAndInsights/ArticlesPublications/Documents/2012/Raport- KPMG-Rynek-dobr-luksusowych-Edycja-2012.pdf.
• www.media.wp.pl/kat, 1022939,wid,9288453 (10.01.2014).
• www.pmrpublications.com/press-releases/380/rynek-spozywczy-w-polsce-wart- 230- mld-zl-w-2012-roku.
• www.stat.gov.pl.