Consumer behavior changing in the wake of crises
DOI:
https://doi.org/10.15170/MM.2025.59.04.08Keywords:
crises, consumer behavior, expert in-depth interviewAbstract
THE AIM OF THE PAPER
The aim of the study is to explore whether similarities can be identified in consumer responses to
crises of different structures affecting Hungary, and whether the changes in consumer preferences
during crises lead to the emergence of new patterns. The study also aims to create a theoretical
framework for the relationship between crises and consumer behavior, which will lay the foundation
for further research directions.
METHODOLOGY
We used an exploratory qualitative approach in our research. We conducted in-depth interviews with
renowned representatives from six scientific fields to address the research questions. We coded the
transcripts inductively using ATLAS.ti software, then organized the resulting codes thematically
according to deductive principles, thus obtaining structured, transparent results.
MOST IMPORTANT RESULTS
Due to the specific nature of crises, responses to crises give rise to new patterns of consumer
behavior, some of which persist even after stabilization. We have identified two consumer groups
during crises: proactive and reactive consumer groups, which use different coping strategies outside
the group but homogeneous strategies within the group during times of crisis.
RECOMMENDATIONS
During crises, considering the preferences of reactive and proactive consumer groups and following
emerging new patterns can help marketers and corporate decision-makers develop appropriate
strategies to maintain their market position. Taking identified groups into account promotes
sustainable consumption, which in turn leads to faster economic stabilization.
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