Change of consumers preferences and behavior due to the influence of Covid-19

Anežka Blažek Wijsman

Master's thesis

Změna spotřebního chování a preferencí spotřebitele, kvůli vlivu Covidu-19

Abstract:

The purpose of this thesis is to examine the changes in Czech consumers' preferences and behaviour due to the influence of Covid-19. The study was conducted using a qualitative research technique. The respondent study pool consisted of great variety of consumers regarding age, demographic location, education level and more. In total, 23 in-depth interviews were conducted. Based on our results, multiple areas of findings emerged. Firstly, the research suggests that Czech consumers engaged in hoarding behaviour depending on their life experience and stress levels. An increase for higher quality and local products was observed. Attitudes towards creating savings changed and long-term trends among the younger generation consist mainly of discovery of home cooking. Furthermore, how does the media influence the Czech consumers perception was detected. Lastly a possible development of online shopping was foreshadowed. These findings are divided into Maslow’s motivation model for better clarity.

Abstract:

The purpose of this thesis is to examine the changes in Czech consumers' preferences and behaviour due to the influence of Covid-19. The study was conducted using a qualitative research technique. The respondent study pool consisted of great variety of consumers regarding age, demographic location, education level and more. In total, 23 in-depth interviews were conducted. Based on our results, multiple areas of findings emerged. Firstly, the research suggests that Czech consumers engaged in hoarding behaviour depending on their life experience and stress levels. An increase for higher quality and local products was observed. Attitudes towards creating savings changed and long-term trends among the younger generation consist mainly of discovery of home cooking. Furthermore, how does the media influence the Czech consumers perception was detected. Lastly a possible development of online shopping was foreshadowed. These findings are divided into Maslow’s motivation model for better clarity.

Keywords

Spotřební chování, Spotřební preference, Covid-19, Krize a změna spotřebního chování, Český spotřebytel

Keywords

Consumer behaviour, Consumer preferences, Covid-19, Crisis and change in behaviour, Czech consumer

Language used: English

Date on which the thesis was submitted / produced: 25. 8. 2021

Thesis defence

• Date of defence: 23. 9. 2021
• Supervisor: Miroslav Karlíček
• Reader: Efthymia Kottika

Vysoká škola ekonomická v Praze

Master programme:
International Management