The impact of the coronavirus pandemic on the country-of-origin effect and consumer behaviour / Andrea HAMDANI / 2020

Titre : The impact of the coronavirus pandemic on the country-of-origin effect and consumer behaviour : A study on the case of Italy and Italian food Type de document : Mémoire Auteurs : Andrea HAMDANI, Auteur Année de publication : 2020 Importance : 55 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management ITALIE ; COMPORTEMENT DU CONSOMMATEUR ; CRISE ECONOMIQUE Résumé : This paper provides an analysis of the effects of the pandemic on the image of Italian food products and on the related consumption behaviour during the lockdown. Taking into consideration the unprecedented global pandemic that has swept the world and its effects, the paper aims at researching whether an exogenous shock of such dimensions has had an effect on the image of Italy and Italian products and whether it has affected the consumption behaviour and habits of consumers. Through a series of interviews, the analysed provides a series of findings that are interpreted throughout the lenses of a theoretical framework based on the pre-existing marketing theories in order to offer a concrete and practical answer to the effects of the pandemic. The research shows that the pandemic has not affected in any significant measure the image of Italy and Italian products and rather that it has affected in a number of ways the consumption behaviour of Italian food. As a matter of fact, the pandemic has influenced the purchasing behaviour of consumers causing a shift in their focus, it has also led to a change of focus and a different use of cues, as well as influencing their preferences and previous values by affecting their wants and needs. Finally, the pandemic acted as exogenous shock pushing consumers to focus their attention on quality and on a discovery of their engagement towards the act of cooking. Programme : MSc Global Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=532905