Halim, Ivan and Musa, Soebowo (2021) Consumer Behavioral Strategy: How it Affect Firm Performance in Food and Beverages Industry. Masters thesis, Swiss German University.

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Abstract

The situational effect from Covid-19 pandemic will change the consumer behavior, especially in food & beverages industry,thus will influence particularly on consumer purchase intent and will affected the firm perfomance in the end. The difficulties in analyzing consumer behaviour as a vast construct, creating the need for an up-to-date look on consumer behaviour from strategic management perspective, other than from marketing and psychology area, like predominantly done before . Hence this study aim to fill those gap by focusing on consumer purchase intent and perceived non-financial firm performance especially in food and beverage industry. This study also verify and confirm the relationship of consumer purchase intent as independent variable and its correlating variables as independent variables as which are commodity value,substitution effect,social causes,emotional attachment and situational constraints. Our work also show that substitution effect variables significantly impacted the firm performance, and showing the relationships between strategy execution to consumer purchase intent and firm performance, thus can be used as practical solutions for food and beverages business owner to sustain their firm performance in the future.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Commodity Value, Consumer Behaviour, Consumer Purchase Intent, Emotional Attachment, Firm Performance, Foods and Beverages, Restaurant, Situational Constraint, Social Cause, Strategy Execution, Substitution Effect
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5415 Consumer Behavior
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Faisal Ifzaldi
Date Deposited:	12 Jan 2022 02:44
Last Modified:	12 Jan 2022 02:44
URI:	http://repository.sgu.ac.id/id/eprint/2310

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