Válságok nyomán átalakuló fogyasztói magatartás
Consumer behavior changing in the wake of crises

Summary/Abstract: 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. 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. 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. 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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