| Abstract | Krize su sastavni dio svakog društva. Velike svjetske krize su najčešće uzrokovane zdravstvenim pandemijama, promjenjivim gospodarskim (ne)prilikama, političkim situacijama i/ili pitanjima vezanim uz problem nacionalne sigurnosti. Za vrijeme krize moguće je uočiti predvivljiv obrazac ponašanja potrošača koji se uobičajeno manifestira reduciranjem osobne potrošnje, pojačanim oprezom vezanim uz financije te ponekad i panike koja se ogleda u gomilanju zaliha pod pretpostavkom da će kriza trajati određeni vremenski period. U ovom završnom radu nastojao se istražiti utjecaj pandemije uzrokovane virusom COVID-19 na kupovno ponašanje potrošača. Od samog početka pandemije dijem svijeta uvedene su posebne mjere zaštite u svrhu sprječavanja i suzbijanja širenja zaraze koje su u mnogočemu imale ograničavajući karakter. Bilo je zabranjeno svako javno okupljanje, međusobno druženje, pa čak i napuštanje doma i mjesta stanovanja. Ograničena je bila sloboda kretanja. U skadu s uvedenim mjerama marketinški stručnjaci su bili primorani pribjeći novim komunikacijskim kanalima kako bi njihova roba i usluge stigle do kupaca. Naglasak je stavljen na internet odnosno “online” kupovinu. Provedeno empirijsko istraživanje je pokazalo kako je određen dio potrošača vrlo brzo i jednostavno prihvatio ovaj način kupovine i dostave namirnica, čemu je svakako, u tom trenutku, pridonjela briga za očuvanje vlastitog zdravlja i zdravlja svojih najbližih. Trgovci su, pak, na ovaj način sačuvali kontinuitet poslovanja i osigurali opstanak na tržištu. |
| Abstract (english) | Crises are an integral part of every society. Major world crises are most often caused by health pandemics, changing economic (un)opportunities, political situations, and issues related to the problem of national security. During the crisis, it is possible to observe a predictable pattern of consumer behaviour, which is usually manifested by reducing personal consumption, increasing caution related to finances, and sometimes panic, reflected in stockpiling, assuming that the crisis will last a specific period. In this final paper, an attempt was made to investigate the impact of the pandemic caused by the COVID-19 virus on the purchasing behavior of consumers. From the start of the pandemic, special precautions were taken worldwide to stop the spread of the infection, which is limiting in many ways. All public gatherings, socializing, and even leaving their residence were prohibited. Freedom of movement was limited. Due to the measures introduced, marketers were forced to resort to new communication channels to get their goods and services to customers. Emphasis is placed on the Internet, that is, "online" shopping. Empirical research has shown that a particular portion of consumers quickly and readily adopted this method of purchasing and delivering groceries, which was undoubtedly aided at the time by concern for preserving their health and the health of their loved ones. Retailers, on the other hand, have preserved their business continuity and ensured survival in the market in this way. |
