Panično kupovno ponašanje potrošača tijekom pandemije COVID-19

master's thesis

• Title (english): The panic buying behavior of consumers during the COVID-19 pandemic
• Author: Anamarija Mađer
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Tanja Komarac (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-12-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

S početkom 2020. godine svijet je pogodila vijest o pojavi globalne pandemije pod nazivom COVID-19. Izrazito oprezan pristup nacionalnih vlada i medijski tretman pandemije osigurao je već u samom početku prilično oprezan društveni pristup u suživotu s virusom. Odluke vlada o gospodarskim zatvaranjima u trenutku su promijenile gotovo sve životne segmente ljudi. U skladu s tim, izrazito je važno promatrati kako su u kontekstu novonastalih okolnosti reagirali potrošači. U radu se definira panično kupovno ponašanje potrošača kao i uzroci koji dovode potrošače u sferu iracionalnog donošenja odluka. Analiza pruža uvid u dosadašnju znanstvenu literaturu i istraživanja vezana uz psihologiju i ponašanje potrošača, kao i relevantna istraživanja u kojima su kreirani post-pandemijski izvještaji temeljeni na konkretnim brojčanim podacima koji prikazuju upravo činjenicu da se ponašanje potrošača tijekom pandemije uvelike promijenilo. Pritom je važno analizirati koliko je veliku ulogu u procesu donošenja odluka imala panika i koji su to izvori nastanka panike kod potrošača.

Abstract (english)

At the beginning of 2020, the world was hit by the news of the emergence of a global pandemic called COVID-19. The extremely cautious approach of national governments and the media's treatment of the pandemic ensured a rather cautious social approach in coexistence with the virus from the very beginning. Government decisions on economic closures instantly changed almost all segments of people's lives. Accordingly, it is extremely important to observe how consumers reacted in the context of the new circumstances. The paper defines the panic buying behavior of consumers as well as the causes that lead consumers to the sphere of irrational decision-making. The analysis provides an insight into the previous scientific literature and research related to psychology and consumer behavior, as well as relevant research in which post-pandemic reports were created based on concrete figures that show precisely the fact that consumer behavior changed greatly during the pandemic. In doing so, it is important to analyze how big a role panic played in the decision-making process and what are the sources of consumer panic.

• Keywords: panika; kupovina; ponašanje potrošača; COVID-19; pandemija
• Keywords (english): panic; buying; consumer behavior; COVID-19; pandemic
• Language: croatian
• URN:NBN: urn:nbn:hr:148:151538
• 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 students and staff of home institution
• Created on: 2023-01-15 17:11:05