The impact of the COVID-19 pandemic on the shopping behaviour of customers of selected global brand marketing strategy
Research background: Research will highlight the impact of the COVID-19 pandemic on Mc Donald’s brand marketing strategy. In the research, we will analyze the internal and external environment of the global brand. We will find out how the current pandemic situation has affected the customer shopping...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
EDP Sciences
2021-01-01
|
| Series: | SHS Web of Conferences |
| Subjects: | |
| Online Access: | https://www.shs-conferences.org/articles/shsconf/pdf/2021/40/shsconf_glob2021_02020.pdf |
| _version_ | 1798014668905644032 |
|---|---|
| author | Vrtana David |
| author_facet | Vrtana David |
| author_sort | Vrtana David |
| collection | DOAJ |
| description | Research background: Research will highlight the impact of the COVID-19 pandemic on Mc Donald’s brand marketing strategy. In the research, we will analyze the internal and external environment of the global brand. We will find out how the current pandemic situation has affected the customer shopping behavior of the global brand Mc Donald’s.
Purpose of the article: In this article, we point out the importance of analyzing customers’ shopping behavior before and during a pandemic. We identify differences in shopping behavior before and during a pandemic. We will confirm whether our research identifies differences in the behavioral characteristics of the global brand’s shopping behavior in terms of differences and penetration.
Methods: We used the methods of analysis, synthesis, comparison and generalization to assess the theoretical assumptions of purchasing behavior and marketing strategy. By comparison and generalization, we compare the financial performance of the brand during the COVID-19 pandemic. We will evaluate its significance in relation to shopping behavior. We will also use an analysis of the internal and external environment to identify the right marketing strategy for the global Mc Donald’s brand. Subsequently, we compare the results and identify the possibilities of adapting the marketing strategy with respect to purchasing behavior before and during the COVID-19 pandemic.
Findings & Value added: We will point out the importance of the shopping behavior of Mc Donald’s global brand customers before and during the pandemic. We will find out how customers’ shopping behavior has changed and we will identify this change to the marketing strategy. |
| first_indexed | 2024-04-11T15:22:06Z |
| format | Article |
| id | doaj.art-0bef3d85f4f3461d89c3f7b593f250a8 |
| institution | Directory Open Access Journal |
| issn | 2261-2424 |
| language | English |
| last_indexed | 2024-04-11T15:22:06Z |
| publishDate | 2021-01-01 |
| publisher | EDP Sciences |
| record_format | Article |
| series | SHS Web of Conferences |
| spelling | doaj.art-0bef3d85f4f3461d89c3f7b593f250a82022-12-22T04:16:21ZengEDP SciencesSHS Web of Conferences2261-24242021-01-011290202010.1051/shsconf/202112902020shsconf_glob2021_02020The impact of the COVID-19 pandemic on the shopping behaviour of customers of selected global brand marketing strategyVrtana David0University of Zilina, Faculty of Operation and Economics of Transport and CommunicationsResearch background: Research will highlight the impact of the COVID-19 pandemic on Mc Donald’s brand marketing strategy. In the research, we will analyze the internal and external environment of the global brand. We will find out how the current pandemic situation has affected the customer shopping behavior of the global brand Mc Donald’s. Purpose of the article: In this article, we point out the importance of analyzing customers’ shopping behavior before and during a pandemic. We identify differences in shopping behavior before and during a pandemic. We will confirm whether our research identifies differences in the behavioral characteristics of the global brand’s shopping behavior in terms of differences and penetration. Methods: We used the methods of analysis, synthesis, comparison and generalization to assess the theoretical assumptions of purchasing behavior and marketing strategy. By comparison and generalization, we compare the financial performance of the brand during the COVID-19 pandemic. We will evaluate its significance in relation to shopping behavior. We will also use an analysis of the internal and external environment to identify the right marketing strategy for the global Mc Donald’s brand. Subsequently, we compare the results and identify the possibilities of adapting the marketing strategy with respect to purchasing behavior before and during the COVID-19 pandemic. Findings & Value added: We will point out the importance of the shopping behavior of Mc Donald’s global brand customers before and during the pandemic. We will find out how customers’ shopping behavior has changed and we will identify this change to the marketing strategy.https://www.shs-conferences.org/articles/shsconf/pdf/2021/40/shsconf_glob2021_02020.pdfmarketing strategyconsumer behaviorglobal brandconsumer |
| spellingShingle | Vrtana David The impact of the COVID-19 pandemic on the shopping behaviour of customers of selected global brand marketing strategy SHS Web of Conferences marketing strategy consumer behavior global brand consumer |
| title | The impact of the COVID-19 pandemic on the shopping behaviour of customers of selected global brand marketing strategy |
| title_full | The impact of the COVID-19 pandemic on the shopping behaviour of customers of selected global brand marketing strategy |
| title_fullStr | The impact of the COVID-19 pandemic on the shopping behaviour of customers of selected global brand marketing strategy |
| title_full_unstemmed | The impact of the COVID-19 pandemic on the shopping behaviour of customers of selected global brand marketing strategy |
| title_short | The impact of the COVID-19 pandemic on the shopping behaviour of customers of selected global brand marketing strategy |
| title_sort | impact of the covid 19 pandemic on the shopping behaviour of customers of selected global brand marketing strategy |
| topic | marketing strategy consumer behavior global brand consumer |
| url | https://www.shs-conferences.org/articles/shsconf/pdf/2021/40/shsconf_glob2021_02020.pdf |
| work_keys_str_mv | AT vrtanadavid theimpactofthecovid19pandemicontheshoppingbehaviourofcustomersofselectedglobalbrandmarketingstrategy AT vrtanadavid impactofthecovid19pandemicontheshoppingbehaviourofcustomersofselectedglobalbrandmarketingstrategy |