Brand and Product Preferences Among Post-millennial Consumers During Act-of-God Periods

Chitralekha Sengupta (), Amit Kundu () and Dev Narayan Sarkar ()
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Chitralekha Sengupta: Sister Nivedita University
Amit Kundu: School of Management, Techno India Group, Salt Lake
Dev Narayan Sarkar: PepsiCo India

Chapter Chapter 5 in New Business Models in the Course of Global Crises in South Asia, 2021, pp 73-100 from Springer

Abstract: Abstract No previous contagion outbreak, including the Spanish Flu, has impacted the markets as manifestly as the COVID-19 pandemic. Such “Acts of God” (henceforth referred to as AOG) are not uncommon in the sphere of marketing. The lockdown, because of COVID-19, presents an interesting occasion to study brand preferences, when respondents are going through an AOG period. It seems pertinent to conceptualize a framework that could be used for comparative studies on the purchase preference factors for brands. The conceptual model is subsequently utilized to conduct a study of post-millennials during the COVID-19 lockdown period in India. The data is analyzed, using structural equation modeling method, against a hypothesized model, and certain inferences are presented. It is seen that the COVID-19-related lockdown has attenuated the influence of the usual brand-preference factors on the brand preference of post-millennials.

Keywords: Disaster; Pandemic; Brand preference; India; Act of God; Lockdown period (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-79926-7_5

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DOI: 10.1007/978-3-030-79926-7_5

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