Povezanost pandemije virusa Covid-19 sa kupovnim navikama potrošača : Završni rad

Cilj rada je bio istražiti povezanost pandemije virusa Covida-19 s kupovnim ponašanjem potrošača. Kupci svakodnevno dolaze pod utjecaj različitih čimbenika te im se marketinški stručnjaci i trgovci moraju prilagoditi te pronaći načine da zaokupe njihovu pažnju. Pojavom virusa Covida-19 postrožene su mjere koje ograničavaju normalan svakodnevan život te se ponašanje potrošača promijenilo. Da bi se istražile promjene u navikama te kupovno ponašanje, provedeno je istraživanje putem anketnog upitnika dijeljenog putem Google docsa. Anketnim istraživanjem na 109 ispitanika s područja Splita pokušalo se ispitati do kojih je promjena došlo u kupovnim navikama potrošača u odnosu na pretpandemijsko razdoblje Pokazalo se kako su ispitanici znatno češće, u odnosu na razdoblje prije pandemije, kupovali dezinfekcijska sredstva i rjeđe su koristili gotovinu. Istodobno, smanjila se potrošnja, te su rjeđe odlazili u kupovinu. Konačno, manje je ispitanika odlazilo u kupovinu radi užitka prilikom odlaska u kupovinu. Zaključno, pandemija COVID-19 je imala značajan utjecaj na kupovno ponašanje potrošača te će biti potrebno pratiti promjene u postpandemijskom razdoblju.Customers come under the influence of various factors daily, and marketing professionals and retailers must adapt to them and find ways to capture their attention. With the beginning of the Covida-19 virus, normal daily life was limited by restrictions, and consumer behavior has changed. To investigate changes in habits and buying behavior, a survey was conducted via a survey questionnaire shared via Google docs. A survey of 109 respondents from the area of Split tried to examine the changes in consumer shopping habits compared to the pre-pandemic period. It was shown that respondents were much more likely than before the pandemic to buy disinfectants and they used cash less often. At the same time, consumption decreased and they went shopping less often. Finally, fewer respondents went shopping for the sole pleasure of going shopping. In conclusion, the COVID-19 pandemic had a significant impact on consumer purchasing behavior and it will be necessary to monitor changes in the postpandemic period