Conceptualizing the Model of Consumer Behavior during Crisis and Formulating a Marketing Strategy (Case Study: Covid-19 Crisis)

Document Type : Research Paper


1 MS.c., Department of Business Management, Faculty of Economics and Entrepreneurship, Razi University, Kermanshah, Iran.

2 Assistant Prof., Department of Management and Entrepreneurship, Faculty of Economics and Entrepreneurship, Razi University, Kermanshah, Iran.

3 Associate Prof., Department of Psychology, Faculty of Social and Educational Sciences, Razi University, Kermanshah, Iran.


This research was conducted with the purpose of conceptualizing the model of consumer behavior in crisis conditions and formulating a suitable marketing strategy with a multidimensional perspective.
This research is developmental-applicative in terms of purpose, and in terms of method, it is mixed (qualitative-quantitative), and in terms of data collection, it is descriptive-survey. The studied population in the qualitative part of the research was selected from experts who had a theoretical understanding of the subject, and in the quantitative part, a statistical sample was selected from experts who lived in Kermanshah province. Sampling in the qualitative part was done based on theoretical sampling and with judgment method and snowball technique. In the quantitative part, the available sample was selected. The selection criterion of the sample size in the qualitative part was theoretical saturation and in the quantitative part the Morgan and Karaji formula. The number of samples was 20 in the qualitative section and 387 in the quantitative section. The data collection tool in the qualitative part of this research was an in-depth and semi-structured interview, and in the quantitative part, a researcher-made questionnaire.
The results of the inductive content analysis of the data obtained from the qualitative section were performed through three procedures of coding, conceptualization and categorization, as a result of which 388 codes, 44 concepts, 8 subcategories and 4 categories were identified; Then, by using binomial test and Friedman, the variables were ranked.
Identifying a five-part spectrum of consumer behavior in buying and consuming goods and services during a crisis is one of the results of this research. On the other hand, the findings of this research showed that according to consumers' behavior in crisis conditions, goods can be divided into essential, delayed and eliminated and behaviors can be peredict in five states: intensifying, weakening, delaying, replacing and completely suspending purchases.


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