THE IMPACT OF RISK PERCEPTION REGARDING PANDEMIC ON CONSUMERS: GENERATIONAL COHORT COMPARISON
THE IMPACT OF RISK PERCEPTION REGARDING PANDEMIC ON CONSUMERS: GENERATIONAL COHORT COMPARISON

Summary/Abstract: Consumer behavior changed as a result of the risk perception produced by Covid-19. This raised the question of identifying how customer behavior changed throughout the pandemic and assessing the role of Covid-19 risk perception in these changes. The purpose of this study is to identify how consumer behavior, especially brand and value consciousness has changed during the pandemic, as well as to see how effective the Covid-19 risk perception has been in these changes. The study also aims to determine the moderator role of the generational cohort in these relationships. The research implemented convenience sampling and survey methodologies. Factor and structural equivalence modeling approaches were used to analyze the data. Various scientific journals, research papers, books, and internet resources were used. The study's use of convenience sampling and snowball sample methods was considered the study's principal shortcoming in presenting the findings. The result-oriented recommendations reflected the points that companies should pay attention to in the implementation of their marketing activities. The findings of the study can be utilized to build and implement marketing strategies for clothing industries that sell to consumers of all generations

• Details
• Contents