The impact of the COVID-19 pandemic on the shopping behaviour of customers of selected global brand marketing strategy

David Vrtana,T Kliestik

doi:10.1051/shsconf/202112902020

Abstract

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.

Highlights

At the turn of 2019 and 2020, a pandemic caused by COVID - 19 gradually began to enter the world
In connection with the new elements applied in purchasing behavior, the authors of Musova et al (2021) argued that higher environmental responsibility could be a new element, which should be an integral part of the company's marketing strategy
The authors' statement can be accepted as greater environmental responsibility with regard to the COVID - 19 pandemic is represented for global brands and shopping behavior in general

Summary

Introduction

At the turn of 2019 and 2020, a pandemic caused by COVID - 19 gradually began to enter the world This pandemic in many ways affected the strategies of international companies, which had to change their internal and external processes to cover increased costs. The communication mix began to come to the fore, accepting new elements as an online environment, in which, according to Scott et al (2020) intelligent services, communication with customers. Another innovative feature that has come to the forefront are products that meet customer needs right at home (Scott et al, 2020). The authors claim that such responsibility to a large extent influences other purchasing decisions, which form a substantial part of customers' market behavior

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Conclusion