Förändrade köpbeslut: Det uppmärksammade beteendet hos konsumenter under pandemin COVID-19 : Det uppmärksammade beteendet hos konsumenter under pandemin COVID-19
Sammanfattning: The focus of this study is marketing and consumer behavior. The research is done within context of the COVID-19 pandemic. The theoretical framework is based on theories about hoarding and irrational purchase decisions. Further on theories from other areas, such as psychology, has been added to gain a more thorough understanding of the subject. The study is conveyed through a web-based survey distributed on social media where the researchers used their own social media accounts on Facebook and Instagram to find the respondents, as the study is based on social media users. The pandemic also caused restrictions in what ways the research could be executed. The result of the questionnaire cannot support either of the hypotheses that stress, worry and trust for information conveyed through different media and authorities influences consumers to make more irrational purchase decisions. One explanation could be that the respondents do not believe hoarding is considered irrational, due to the fact there is an ongoing crisis. Another explanation for this is that the respondents could have had a social desirability bias due to our research approach. This creates a possibility to expand this research with a different approach, presumably through observations. The reason to claim social desirability bias as a crucial factor is that there has been scarcity of products in stores, which became a real problem due to some consumers having bought more than needed. Another explanation for not achieving the results intended could be that the results cannot be generalized to a greater population due to the sampling method used. Through the empirical background and theoretical framework, it becomes evident that there are problems with irrational purchasing decisions and hoarding due to crises like the COVID-19 pandemic. This study produces indications for future research to continue upon. This thesis is written in Swedish.
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