Changing Consumer and Brand Behavior in the Early Stages of the COVID-19 Pandemic in Russia

Vasiliy Starostin, Evgeniy Samokhodkin, Alisa Elzon
European Research Studies Journal, Volume XXIII, Issue 4, 531-543, 2020
DOI: 10.35808/ersj/1698


Purpose: The aim of this article is to examine changes in consumer behavior and marketing decision making for brands during the initial stages of the Covid-19 pandemic in Russia. Another goal was on identifying the response strategy of brands in the Russian market and analyzing the set of communication decisions taken by the state before the introduction of the restrictions and the closure of several infrastructure facilities. Design/Methodology/Approach: The research design includes various methods, content analysis of secondary sources, online survey, conducting in-depth interviews, case study, observation. Findings: Companies that actively demonstrate and implement the fundamental principles of CSR are able to integrate more smoothly into the emerging market type. An essential task for the state during the period of active virus spread is to provide reliable information to citizens using specialized services, mobile applications and hotlines that provide access to new and verified by regulatory authorities information. Practical implications: The results can be used by brands in the aspect of forming a marketing strategy in the short and long term, as well as by government bodies to create a set of measures for communication interaction with citizens in an emergency. Originality/Value: Covid-19 and the establishment of quarantine steps on the daily lifestyle of people and their consumer behaviour in the context of several product categories were considered. The behaviour of companies and brands adapting to new strategies of communication with consumers has been analyzed. Research hypotheses have been formulated, questionnaires and interviews were conducted with representatives of different age categories. Based on their responses, a statistical summary was provided, and conclusions were drawn.

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