Problem definition: Today, the Coronavirus pandemic is a highly relevant topic since it affects all parts of society. However, research regarding its effects on consumer behaviour, especially concerning rarely purchased products such as clothing, is limited. Additionally, the clothing industry has been widely and negatively affected by the Coronavirus pandemic. Hence, the clothing industry has been investigated further in this study. Accordingly, the problem found is that there is an absence of research concerning how the Coronavirus pandemic has affected the consumer decision making process in regard to buying clothes. Purpose: To examine the decision making processes for consumers in Sweden during the Coronavirus pandemic, when it comes to buying clothes. This in order to generate an understanding of how these processes might have changed during the pandemic. Furthermore, managerial implications regarding how to act during pandemics are stated. Research question: How and why has the consumer decision making processes, in regard to buying clothes, changed as a consequence of the Coronavirus pandemic in Sweden? Results: This study has generated seven conclusions regarding how and why consumers’ decision making processes have changed as a consequence of the Coronavirus pandemic. Additionally, five managerial implications are presented. The major findings include a new and reduced need of clothing, an acceleration of the digitalization, and that social factors are more important than economic factors during a pandemic when it comes to buying clothes. These conclusions and managerial implications present and provide the knowledge contribution.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:liu-176793 |
| Date | January 2021 |
| Creators | Helmer, Ebba, Boije, Emelie |
| Publisher | Linköpings universitet, Institutionen för ekonomisk och industriell utveckling, Linköpings universitet, Institutionen för ekonomisk och industriell utveckling |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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