Stavovi potrošača o trgovini luksuznih proizvoda u pandemiji bolesti COVID-19

master's thesis

• Title (english): Consumer attitudes towards luxury goods commerce during COVID-19 pandemic
• Author: Karla Mrdalj
• Mentor: Mate Damić (mentor); MBZ: 349184
• Committee member: Mate Damić (predsjednik povjerenstva)
• Committee member: Ivana Štulec (član povjerenstva)
• Committee member: Kristina Petljak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2022-01-13, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

SARS-CoV-2 virus se krajem 2019. godine pojavio u kineskom gradu Wuhan iz kojeg se vrlo brzo proširio diljem svijeta i prouzročio pandemiju bolesti COVID-19 koja kao niti jedna kriza ranije utječe na globalno gospodarstvo, uključujući i sektor proizvodnje i trgovine luksuznim dobrima koji se susreće s novim izazovima u svakodnevnom poslovanju i borbi za opstanak. S obzirom na nove izazove s kojima se suočavaju trgovci luksuznih dobara i važnost razumijevanja ponašanja potrošača u izazovnim vremenima krize, predmet ovog diplomskog rada su promjene u ponašanju potrošača luksuznih dobara u uvjetima pandemije, dok je cilj istražiti utjecaj pandemije bolesti COVID-19 na stavove potrošača o trgovini luksuznih proizvoda i njihovo potrošačko ponašanje. Istraživanje je provedeno putem strukturiranog anketnog upitnika kreiranog za potrebe pisanja ovog diplomskog rada koji je ispitanicima bio dostupan online, a u kojem su sudjelovali potrošači luksuznih dobara različitih dobnih i spolnih kategorija. Pokazali su kako je pandemija bolesti COVID-19 donijela pad motivacije za kupnjom luksuznih dobara te nižu percepciju korisnosti i dodane vrijednosti luksuznih dobara kupljenih u uvjetima pandemije dok su potrošači svih dobnih i spolnih segmenata spremniji više novaca potrošiti na medicinske i nužne potrepštine. Ovakvi rezultati mogu pružiti smjernice za oblikovanje marketinških strategija u vremenu pandemije kako bi se kupce privuklo na kupovinu luksuznih dobara i planova oporavka industrije luksuza nakon COVID-19 pandemije, kao i za pripremu za buduće moguće globalne krize jer razumijevanje stavova i motivacija kupaca luksuznih dobara u krizi pridonosi razumijevanju fenomena potrošnje ovih dobara kako u kriznim vremenima tako i u vremenu oporavka nakon krize.

Abstract (english)

The SARS-CoV-2 virus appeared in late 2019 in the Chinese city Wuhan, from which it spread rapidly around the world and caused the COVID-19 disease pandemic and has affected the global economy like no crisis before, including the manufacturing and luxury trade sectors that now meet new challenges in everyday business and struggle for survival. Given the new challenges faced by luxury goods traders and the importance of understanding consumer behavior in challenging times of crisis, the subject of this master thesis are changes in luxury consumer behavior in a pandemic. The aim of the paper is to investigate the impact of the COVID-19 pandemic on consumer attitudes towards luxury goods and their consumer behavior. Research was conducted through a structured questionnaire created for the purpose of writing this final paper, which was made available online, and which involved different age and gender segments of consumers of luxury goods showed that the COVID-19 pandemic brought a decline in motivation to buy luxury goods and lowered the perception of the usefulness and added value of luxury goods purchased in a pandemic. At the same time, consumers of all ages are willing to spend more money on medical products and necessities. Such results can provide guidelines for designing marketing strategies during the pandemic to attract customers to buy luxury goods and help create recovery plans for the luxury industry after the COVID-19 pandemic, as well as to prepare for future possible global crises. To survive the crises it is important to understand the phenomenon of luxury goods consumption, both in times of crisis and in times of recovery after the crisis.

• Keywords: luksuzna dobra; COVID-19; pandemija; potrošači; ponašanje potrošača
• Keywords (english): luxury goods; COVID-19; pandemics; consumers; consumer behavior
• Language: croatian
• URN:NBN: urn:nbn:hr:148:267943
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2022-01-19 13:24:09