Sustainable Marketing Strategies of White Goods Post-COVID-19

Priyanka Mishra (), Lalit Prasad () and Alekha Panda
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Priyanka Mishra: Balaji Institute of Modern Management, Shri Balaji University
Lalit Prasad: Dr. D Y Patil Institute of Management Studies
Alekha Panda: Dr. D Y Patil Institute of Management Studies

Chapter Chapter 52 in Digital Economy Post COVID-19 Era, 2023, pp 827-838 from Springer

Abstract: Abstract The worldwide spread of COVID-19 has prompted a change in perspective in the buyer’s purchasing conduct, affinity to purchase, shops, works, and numerous others in the new past. The “vibe and contact” factor will stay an urgent part of shopping. Because of the COVID-19 pandemic, lockdowns and social removal commands have influenced shoppers’ purchasing propensities. Purchasers are figuring out how to actualize new changes in their purchasing conduct, while marketers and manufacturers are making an honest effort to recalibrate their business and showcasing systems by thinking about the affectability needed in clients’ commitment in post-COVID. In this paper, the researcher is basically focusing on (i) understanding the purchaser’s perception toward white goods merchandising, (ii) studying a new concept called HATKE which stands for “health, attitude, technology, knowledge and engagement” and studying its impact on purchaser’s perception of white goods merchandising, (ii) economical marketing initiatives embraced by the manufacturers and marketers to redo their deals for a sustainable future. The study has attempted a mixed research design approach of quantitative and qualitative to study the customer’s perception and business strategies. The customer survey analysis depicts a positive correlation between HATKE components and customers’ perceptions. And the regression analysis shows a significant impact of HATKE components on customers’ perceptions with R2 = 0.45. On the other hand, marketers have given a mixed response to the white goods market and its sustainability. The sentimental analysis depicts the positive or negative opinion of the business owners and marketers on the white goods market based on the HATKE components and the word cloud depicts the most discussed about marketing strategies that can be adopted by the business owners and marketers of white goods.

Keywords: COVID-19; HATKE; White goods; Business strategies; Customer perception (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-99-0197-5_52

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DOI: 10.1007/978-981-99-0197-5_52

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