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Brand and Product Preferences Among Post-millennial Consumers During Act-of-God Periods

In: New Business Models in the Course of Global Crises in South Asia

Author

Listed:
  • Chitralekha Sengupta

    (Sister Nivedita University
    Shri Shikshayatan College)

  • Amit Kundu

    (School of Management, Techno India Group, Salt Lake)

  • Dev Narayan Sarkar

    (PepsiCo India)

Abstract

No previous contagion outbreak, including the Spanish Flu, has impacted the markets as manifestly as the COVID-19 pandemic. Such “Acts of God” (henceforth referred to as AOG) are not uncommon in the sphere of marketing. The lockdown, because of COVID-19, presents an interesting occasion to study brand preferences, when respondents are going through an AOG period. It seems pertinent to conceptualize a framework that could be used for comparative studies on the purchase preference factors for brands. The conceptual model is subsequently utilized to conduct a study of post-millennials during the COVID-19 lockdown period in India. The data is analyzed, using structural equation modeling method, against a hypothesized model, and certain inferences are presented. It is seen that the COVID-19-related lockdown has attenuated the influence of the usual brand-preference factors on the brand preference of post-millennials.

Suggested Citation

  • Chitralekha Sengupta & Amit Kundu & Dev Narayan Sarkar, 2021. "Brand and Product Preferences Among Post-millennial Consumers During Act-of-God Periods," Springer Books, in: Amina Omrane & Sudin Bag (ed.), New Business Models in the Course of Global Crises in South Asia, chapter 0, pages 73-100, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-79926-7_5
    DOI: 10.1007/978-3-030-79926-7_5
    as

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