Potrošniško vedenje Američanov med pandemijo covida-19

diplomsko delo

Nejc Mulej (Author), Dejan Romih (Mentor)

Abstract

Pandemija covida-19 je za seboj pustila katastrofalne posledice tako na družbeni kot tudi gospodarski ravni vseh držav po svetu. Potrošniki in podjetja so se morali vsakodnevno prilagajati in spopadati z nepredvidenimi izzivi in posledicami pandemije. Zaradi vrste ukrepov in sprememb, ki jih je s seboj prinesla pandemija covida-19, so se potrošniki bili prisiljeni distancirati od svojih vsakodnevnih in nakupnih navad, kar je na globalni ravni posledično vodilo v popolno spremembo potrošniškega obnašanja posameznikov. Velik odstotek potrošnikov po svetu je svoje nakupne aktivnosti preselilo na svetovni splet. Znatno se je povečalo nakupovanje z uporabo spletnih medijev, večino vsakodnevnih aktivnosti so potrošniki pričeli izvajati v svojih domovih (športne aktivnosti, spletna zabava, zvišanje stopnje uporabe aplikacij za dostavo hrane na dom, delo na daljavo, študij na daljavo …). Poleg potrošniškega vedenja pa je pandemija vplivala tudi na duševno zdravje ljudi, predvsem pripadnikov generacij Y in Z, kjer je bil zabeležen zelo visok odstotek ljudi, ki so med pandemijo razvili depresijo in anksiozne motnje. Na nenehno spreminjajoča vedenja potrošnikov po svetu so se morala prilagajati tudi podjetja. Zaradi zdravstvenih ukrepov in ukrepov vlad so se bila podjetja prisiljena preseliti oz. omogočiti potrošnikom svoje storitve tudi na digitalni ravni. Med pandemijo je namreč velik odstotek potrošnikov zamenjal blagovne znamke in izdelke, ki so jih kupovali in uporabljali pred pandemijo, kar je podjetjem predstavljajo dodaten pritisk na obstoj in prilagajanje novim in vsakodnevno se spreminjajočim vedenjem potrošnikov. Nadalje bomo predstavili pandemijo covida-19, kjer bomo podrobneje opisali izvor, simptome virusa in sam virus Sars-Cov-19. V tretjem poglavju bomo opredelili vrsto posledic, ki jih je za seboj pustila pandemija covida-19 (družbene, zdravstvene in gospodarske posledice). V četrtem poglavju pa bomo opredelili in podrobneje opisali pojma potrošnik in potrošniško vedenje ljudi ter opredelili in analizirali potrošniško vedenje ljudi pred in med pandemijo covida-19. V petem poglavju bomo analizirali potrošniško vedenje Američanov tako pred kot tudi med pandemijo in si pogledali razlike v potrošniškem vedenju mlajših generacij tj. generacij Y in Z med in pred pandemijo covida-19. V zadnjem poglavju bomo obravnavali priporočila za tiste, ki želijo v prihodnosti oz. že izvažajo svoje izdelke in storitve na trg Združenih držav Amerike.

Keywords

potrošnik;vedenje potrošnika;pandemija;covid-19;

Data

Language:	Slovenian
Year of publishing:	2022
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[N. Mulej]
UDC:	366.1
COBISS:	127415299
Views:	26
Downloads:	6
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Consumer behaviour of Americans during the Covid-19 pandemic
Secondary abstract:	The Covid-19 pandemic has left behind disastrous consequences, both, at the social and economic level of all countries around the world. Consumers and companies have had to adapt and deal with unforeseen challenges and consequences of the pandemic on a daily basis. Due to the series of measures and changes brought by the Covid-19 pandemic, consumers were forced to distance themselves from their daily and purchasing habits, which, in turn, led globally to a complete change in the consumer behaviour of individuals. A large percentage of consumers around the world have moved their purchasing activities to the world wide web. There has been a significant increase in shopping using online media and consumers were forced to carry out their everyday activities (such as sports, online entertainment, food delivery, remote work, remote learning, …) from the comfort of their homes. In addition to consumer behaviour, the pandemic also affected mental health of people, especially members of Generation Y and Z, where a very high percentage of people developed depression and anxiety disorders during the pandemic. Because consumer behaviour started to rapidly change, companies around the world were forced to adapt. Due to health and government measures, companies had to relocate and provide their services to consumers at a digital level. During the pandemic, a large percentage of consumers switched brands and products they used to buy before the pandemic, which put additional pressure on companies to exist and adapt to new and daily changing consumer behaviour. In the second chapter we will present the Covid-19 pandemic, where we will describe in details the origin, the symptoms and the coronavirus itself. In the third chapter, we will define the series of consequences that the Covid-19 pandemic left behind (social, health and economic consequences). In the fourth chapter, we will define and present a detailed description of the concepts a consumer and consumer behaviour of people, as well as define and analyse people's consumer behaviour before and during the Covid-19 pandemic. In the fifth chapter, we will analyse the consumer behaviour of Americans, both before and during the pandemic, and we will look at the differences in the consumer behaviour of younger generations, i.e. generation Y and Z during and before the Covid-19 pandemic. In the last, sixth chapter, we will consider the recommendations regarding those who want to export or have been already exporting their goods and products to the market of the United States of America.
Secondary keywords:	covid-19;Sars-Cov-19;pandemic;consumer;consumerism;
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	II, 38 str.
ID:	16066546