Consumer shopping habits caused by the Covid-19 pandemic : Graduate paper

Ponašanju potrošača, kao i čimbenicima koji utječu na samog potrošača prilikom donošenja konačne odluke o kupnji posvećuje se sve više pozornosti. Brojnim marketinškim stručnjacima oduvijek su najveća tajna bile navike potrošača prilikom donošenja odluke o kupovini, te je njihov zadatak otkriti na koji način proizvodi i usluge određenog poduzeća uskladiti sa specifičnim potrebama i zahtjevima potrošača. Rad istražuje kupovne navike potrošača i utjecaj COVID-a – 19 na navike potrošača. Svakodnevni život ljudi promijenio se na nezamisliv način, a to se odrazilo i na brojne organizacije orijentirane na potrošače. Pandemija Covid-19 svakako predstavlja novu krizu koju je potrebno kontrolirati na način suzbijanja širenja bolesti, u vidu toga poduzete su različite mjere od strane države, uključujući potpuno, a potom privremeno (ograničeno) kretanje ljudi. Budući da su svi elementi gospodarstva usko povezani s mjerama javnog zdravstva, to je rezultiralo gospodarskim nestabilnostima države koje nagovještavaju promjenu u dinamici tržišta. Izuzetno je bitno aktivno predviđati kakvi se to potrošači pojavljuju u novonastaloj situaciji izazvanoj koronavirusom, te spoznati načine kako potrošača provesti kroz trenutnu krizu i pružiti mu mogućnosti koje će biti relevantne u budućnosti.More and more attention is being paid to consumer behavior, as well as factors that affect the consumer when making the final purchase decision. For many marketing experts, the biggest secret has always been the habits of consumers when making a purchase decision, and their task is to discover how to adapt the products and services of a particular company to the specific needs and requirements of consumers. The paper investigates consumer buying habits and the impact of Covid-19 on consumer habits. People's daily lives have changed in an unimaginable way, and this has been reflected in a number of consumer-oriented organizations. The Covid- 19 pandemic certainly represents a new crisis that needs to be controlled by combating the spread of the disease, in view of which various measures have been taken by the state, including complete and then temporary (limited) movement of people. Since all elements of the economy are closely linked to public health measures, this has resulted in economic instabilities of the state that suggest a change in market dynamics. It is extremely important to actively anticipate what kind of consumers will appear in the new situation caused by coronarvirus, and to learn ways to guide the consumer through the current crisis and provide him with opportunities that will be relevant in the future