Marketing Article Review

Marketing Article Review

General Overview of the Article

The article “Consumer Behaviour during Pandemic of COVID-19” by Lenka Svajdova reviews the changes in consumer behavior during the Covid-19 pandemic. The author hypothesizes that the Covid-19 pandemic increased average spending and decreased buying frequency. The thesis statement is that the COVID-19 pandemic has changed how households are run, thus changing the buying behavior and the availability of products and services. The author conducted a survey that targeted consumers purchasing medicine, footwear, clothing, and electronics. The survey was distributed online, and responses were gathered between December 2020 and January 2021. The target population was consumers in the Czech Republic. The author concludes that there was a significant change in consumer behavior after the COVID-19 pandemic due to the restrictions introduced to limit the spread of the virus. The author also concluded that there was an increase in the purchase of food, medicine, electronics, footwear, and clothing. He also concluded that the demand for footwear, clothing, and electronics decreased due to government restrictions. He recommends conducting further research to determine whether the changes caused by COVID-19 on consumer behavior will be permanent or if consumers will return to their normal spending habits.

Relationship to the Course

The article relates to the knowledge within the course by elaborating on the concept of consumer behavior and factors that may contribute to changes in behavior. The author identifies external factors that affect consumer behavior as social factors, including cultural and demographic aspects, technological and technical factors, legal and political factors, and natural factors. The author also demonstrates the impact of a crisis on consumer behavior. Svajdova (2021) argues that the COVID-19 pandemic was a natural factor that affected consumer spending. Still, the pandemic’s impact on consumer behavior was worsened by complementary factors such as legislative, political, and economic aspects represented by barriers and uncertainty resulting from concerns about economic conditions. The article also relates to the textbook by indicating the relationship between consumer behavior and the demand for various products. For instance, the author concludes that the demand for footwear, electronics, and clothing decreased despite increased online purchases due to government restrictions. Svajdova (2021) also notes changes in the structure of medicine and food purchases and the purchasing frequency.

Critical Analysis of the Article

The process made sense because the author targeted many respondents, thus making online surveys both economical and effective in reaching a wide audience (Latkovikj & Popovska, 2020). The respondents were also given enough time to respond to the survey. The long duration to respond to the survey also enabled the author to get more responses because 414 responses were required. Still, by the end of the survey timeline, the author had collected 424 responses. The author then compared the results from the online survey with results from previous surveys published in the Retail News Journal that reviews data about e-commerce. The process also makes sense because the survey questions focused on responses to specific aspects of consumer behavior. Clear questions aligned with the research topic increase the likelihood of collecting relevant, reliable data (Rademaker & Polush, 2022). For instance, some of the questions involved confirming the observed changes in consumer behavior when purchasing medicine, food, footwear, clothing, and electronics. Other questions involved identifying potential changes in purchase composition, shopping time, and e-shop preferences for medicine and food.

The author used several statements to express the level of agreement to determine purchasing behavior, ensuring enough information was given to determine whether the results were valid. The statistics presented in the survey were also straightforward and supported the results. For instance, the results indicated an increase in online sales based on the statistics, indicating that more than 37% of the respondents preferred shopping online during the pandemic. Additionally, there was a 23% increase in customers shopping online after the Covid-19 outbreak. The results were also generalizable to a broader population than the sample subjects because they focused on the overall change in consumer behavior during COVID-19 due to the restrictions to prevent the spread of the virus. However, the results were limited to specific sectors, including electronics, clothing, footwear, medicine, and food.

A Value Assessment

The article provides information that can be applied in the real world to predict consumer behavior, especially during a crisis. Therefore, the article has great value for future managers in the real world. For instance, a manager can use the information on the preference of electronic shops in different sectors. They can use the information on consumer behavior in online purchases to determine whether they would make more sales by focusing on online sales or selling in stores. They can also evaluate the success of their products in the online market based on customer demographics. For example, the article indicated that online purchases increased among customers aged between 25 and 35, and many of this population were women. A manager working for a company specializing in women’s products may introduce online stores to increase sales. Managers may also use the information on the impact of legal regulations on consumer behavior and anticipate changes that could negatively affect the business to mitigate the risk of running out of business.

References

Latkovikj, M. T., & Popovska, M. B. (2020). Online Research about Online Research: Advantages and Disadvantages. E-methodology, 6(6), 44-56. https://doi.org/10.15503/emet2019.44.56

Rademaker, L. L., & Polush, E. Y. (2022). Qualitative Data Collection and Quantitative Data Collection. Evaluation and Action Research, 60-77. https://doi.org/10.1093/oso/9780197620823.003.0004

Svajdova, L. (2021). Consumer Behaviour during Pandemic of COVID-19. Journal of International Business Research and Marketing, 6(3), 34-37. https://doi.org/10.18775/jibrm.1849-8558.2015.63.3005

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The purpose of this assignment is to critique a peer-reviewed article regarding consumer behavior. During this assignment, assume the role of a peer reviewer who is reviewing the article for a journal. Select an article from a peer-reviewed journal within the scope of consumer behavior (e.g., global marketing, services, pricing). Begin your research by using the GCU Library or an electronic database search. The article must be published within the last five years. Write an article review of 750-1,000 words that addresses the following:

Marketing Article Review

1. A general overview of the article. Include an opening paragraph stating your chosen article’s full APA formatted reference. Give a brief overview of the following: thesis of the article, hypothesis, research design methods, conclusions, and recommendations.
2. Relationship to course. How does this article relate to the knowledge within this course? How does it relate to the textbook?
3. A critical analysis. Did the process make sense? Was enough information given to determine if the results were valid? Were the statistics clear, and did they support the results? Were the results generalizable to a wider population than the sample subjects?
4. A value assessment. Based on the conclusions, what value exists in the article for a future manager in the real world?

Prepare this assignment according to the guidelines in the APA Style Guide in the Student Success Center. An abstract is not required.