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Consumer Choice Behavior during a Social Disruption

Journal: Problems and Perspectives in Management (Vol.15, No. 3)

Publication Date:

Authors : ;

Page : 411-424

Keywords : brand choice; brand identity; brand switching; consumer behavior; loyalty; social disruption;

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This paper explores the relationship between an external socio-disruptive factor and consumer product and brand decision-making behavior. The social disruption was physical relocation, which resulted in a radical change in the toilet system, which had implications for toilet cleaning product and brands used. By using a sample calculator, a probability sample of 384 households from Cosmo City, South Africa were surveyed using a structured questionnaire. The data from 332 respondents (86% response rate) were analyzed using various inferential statistical analysis techniques to test three hypotheses. Multiple regression path coefficients demonstrated positive and significant changes β=1.709, p

Last modified: 2018-03-07 17:04:00