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Konsumtion i kris: En kvalitativ studie om människors förhållningssätt till konsumtion under coronapandemin

Merdanovic, Azra; Mozaffari, Alexander LU and Roslund, Tim LU (2020) FEKH29 20201
Department of Business Administration
Abstract
Title: Consumption in crisis: A qualitative study about people’s attitudes towards consumption during the corona pandemic

Seminar date: 2020-06-04

Course: FEKH29, Degree Project in Marketing, Undergraduate Level, 15 credits

Authors: Azra Merdanovic, Alexander Mozaffari & Tim Roslund

Advisor: Peter Svensson

Key words: Corona pandemic, crisis consumption, consumption behavior, consumption approach, values.

Purpose: To contribute with an understanding about how people relate to consumption during the corona pandemic. This, in order to better understand the underlying elements of people’s consumption behaviors.

Methodology: Based on the purpose of the thesis, a qualitative approach has been used. The motive for this is to... (More)
Title: Consumption in crisis: A qualitative study about people’s attitudes towards consumption during the corona pandemic

Seminar date: 2020-06-04

Course: FEKH29, Degree Project in Marketing, Undergraduate Level, 15 credits

Authors: Azra Merdanovic, Alexander Mozaffari & Tim Roslund

Advisor: Peter Svensson

Key words: Corona pandemic, crisis consumption, consumption behavior, consumption approach, values.

Purpose: To contribute with an understanding about how people relate to consumption during the corona pandemic. This, in order to better understand the underlying elements of people’s consumption behaviors.

Methodology: Based on the purpose of the thesis, a qualitative approach has been used. The motive for this is to understand the reality of the respondents as it is perceived by themselves. In order to obtain empirical material, that is as true to reality as possible, an abductive approach has been used. Hence, empirics and theory have been developed in relation to each other.

Theoretical perspectives: "Consumer as citizen", "social dilemmas", "values" and "consumption as a social phenomenon" constitutes the theoretical framework of the thesis. The perspectives enable us to understand the elements on which people’s attitudes toward consumption are based. Thus, the theories also help us understand the attitudes themselves.

Empirical foundation: 3 pilot interviews and 15 unstructured in-depth interviews have been conducted to collect the primary data of the thesis. The respondents who were interviewed were selected through a non-probability sample. This sample was chosen in order to get an as heterogenous selection of respondents as possible. The sample was made on the basis of our social networks.

Conclusion: The respondents show a critical approach to consumption of positional goods. This approach is based on the weakening of their conformity, power and hedonistic values. The weakening seems to be rooted in changed lifestyles as a result of the corona pandemic, which limits respondents’ ability to intermingle in social contexts. Thus, people’s approach to consumption seems to consist of both internal and external factors. Further, the corona pandemic has also led people to view consumption as a risky activity. Therefore, safety is a value that has been strengthened. Consumers must constantly balance survival and quality of live. They therefore relate to consumption in an ambivalent way. Consequently, security takes the upper hand over stimulation and enjoyment, which during the corona pandemic does not seem to be sought after in consumption. (Less)
Abstract (Swedish)
Titel: Konsumtion i kris: En kvalitativ studie om människors förhållningssätt till konsumtion under coronapandemin

Seminariedatum: 2020-06-04

Kurs: FEKH29, Examensarbete i marknadsföring på kandidatnivå, 15 högskolepoäng

Författare: Azra Merdanovic, Alexander Mozaffari & Tim Roslund

Handledare: Peter Svensson

Nyckelord: Coronapandemin, kriskonsumtion, konsumentbeteende, förhållningssätt, värderingar.

Syfte: Att bidra med förståelse över hur människor förhåller sig till konsumtion under coronapandemin. Detta för att bättre kunna förstå de bakomliggande orsakerna till människors konsumentbeteenden.

Metod: På grundval av uppsatsens syfte har en kvalitativ forskningsansats använts. Detta för att förstå verkligheten så som... (More)
Titel: Konsumtion i kris: En kvalitativ studie om människors förhållningssätt till konsumtion under coronapandemin

Seminariedatum: 2020-06-04

Kurs: FEKH29, Examensarbete i marknadsföring på kandidatnivå, 15 högskolepoäng

Författare: Azra Merdanovic, Alexander Mozaffari & Tim Roslund

Handledare: Peter Svensson

Nyckelord: Coronapandemin, kriskonsumtion, konsumentbeteende, förhållningssätt, värderingar.

Syfte: Att bidra med förståelse över hur människor förhåller sig till konsumtion under coronapandemin. Detta för att bättre kunna förstå de bakomliggande orsakerna till människors konsumentbeteenden.

Metod: På grundval av uppsatsens syfte har en kvalitativ forskningsansats använts. Detta för att förstå verkligheten så som den upplevs av respondenterna. För att få ett verklighetsnära empiriskt material har ett abduktivt angreppssätt använts. Därav har empiri och teori arbetats fram i växelverkan med varandra.

Teoretiska perspektiv: "Konsumenten som medborgare", "sociala dilemman", "värderingar" och "konsumtion betraktat som ett socialt fenomen" utgör tillsammans uppsatsens teoretiska referensram. Perspektiven hjälper oss att förstå de beståndsdelar som människors förhållningssätt till konsumtion grundas i. Således hjälper teorierna oss även att förstå själva förhållningssätten.

Empiri: 3 pilotintervjuer och 15 ostrukturerade djupintervjuer har genomförts för att samla in uppsatsens primärdata. Respondenterna som intervjuats har valts ut genom ett icke-sannolikhetsurval. Detta för att få ett så heterogent urval som möjligt. Urvalet har gjorts med utgångspunkt i våra sociala nätverk.

Resultat: Respondenterna uppvisar ett kritiskt förhållningssätt till konsumtion av positionellt slag. Detta grundas i att deras överensstämmande, maktmässiga och hedonistiska värderingar försvagats. Försvagningen tycks grundas i förändrade livsstilar till följd av coronapandemin, som begränsar respondenternas möjlighet till att röra sig i sociala sammanhang. Således verkar människors förhållningssätt till konsumtion bestå av både interna och externa faktorer. Men coronapandemin har även lett till att de betraktar konsumtion som en riskfylld aktivitet, varför trygghet är en värdering som förstärkts. Konsumenter måste nämligen ständigt göra avvägningar mellan överlevnad och livskvalitet. De förhåller sig därför till konsumtion på ett ambivalent sätt. Tryggheten tar på så sätt överhanden över stimulans och njutning, som under coronapandemin inte verkar sökas i konsumtion. (Less)
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author
Merdanovic, Azra; Mozaffari, Alexander LU and Roslund, Tim LU
supervisor
organization
course
FEKH29 20201
year
type
M2 - Bachelor Degree
subject
keywords
Coronapandemin, Kriskonsumtion, Konsumentbeteende, Förhållningssätt, Värderingar
language
Swedish
id
9024461
date added to LUP
2020-08-12 14:44:43
date last changed
2020-08-12 14:44:43
@misc{9024461,
  abstract     = {Title: Consumption in crisis: A qualitative study about people’s attitudes towards consumption during the corona pandemic

Seminar date: 2020-06-04

Course: FEKH29, Degree Project in Marketing, Undergraduate Level, 15 credits

Authors: Azra Merdanovic, Alexander Mozaffari & Tim Roslund

Advisor: Peter Svensson

Key words: Corona pandemic, crisis consumption, consumption behavior, consumption approach, values.

Purpose: To contribute with an understanding about how people relate to consumption during the corona pandemic. This, in order to better understand the underlying elements of people’s consumption behaviors.

Methodology: Based on the purpose of the thesis, a qualitative approach has been used. The motive for this is to understand the reality of the respondents as it is perceived by themselves. In order to obtain empirical material, that is as true to reality as possible, an abductive approach has been used. Hence, empirics and theory have been developed in relation to each other.

Theoretical perspectives: "Consumer as citizen", "social dilemmas", "values" and "consumption as a social phenomenon" constitutes the theoretical framework of the thesis. The perspectives enable us to understand the elements on which people’s attitudes toward consumption are based. Thus, the theories also help us understand the attitudes themselves.

Empirical foundation: 3 pilot interviews and 15 unstructured in-depth interviews have been conducted to collect the primary data of the thesis. The respondents who were interviewed were selected through a non-probability sample. This sample was chosen in order to get an as heterogenous selection of respondents as possible. The sample was made on the basis of our social networks.

Conclusion: The respondents show a critical approach to consumption of positional goods. This approach is based on the weakening of their conformity, power and hedonistic values. The weakening seems to be rooted in changed lifestyles as a result of the corona pandemic, which limits respondents’ ability to intermingle in social contexts. Thus, people’s approach to consumption seems to consist of both internal and external factors. Further, the corona pandemic has also led people to view consumption as a risky activity. Therefore, safety is a value that has been strengthened. Consumers must constantly balance survival and quality of live. They therefore relate to consumption in an ambivalent way. Consequently, security takes the upper hand over stimulation and enjoyment, which during the corona pandemic does not seem to be sought after in consumption.},
  author       = {Merdanovic, Azra and Mozaffari, Alexander and Roslund, Tim},
  keyword      = {Coronapandemin,Kriskonsumtion,Konsumentbeteende,Förhållningssätt,Värderingar},
  language     = {swe},
  note         = {Student Paper},
  title        = {Konsumtion i kris: En kvalitativ studie om människors förhållningssätt till konsumtion under coronapandemin},
  year         = {2020},
}