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Brand and Product Preferences Among Post-millennial Consumers During Act-of-God Periods

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New Business Models in the Course of Global Crises in South Asia

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Abstract

No previous contagion outbreak, including the Spanish Flu, has impacted the markets as manifestly as the COVID-19 pandemic. Such “Acts of God” (henceforth referred to as AOG) are not uncommon in the sphere of marketing. The lockdown, because of COVID-19, presents an interesting occasion to study brand preferences, when respondents are going through an AOG period. It seems pertinent to conceptualize a framework that could be used for comparative studies on the purchase preference factors for brands. The conceptual model is subsequently utilized to conduct a study of post-millennials during the COVID-19 lockdown period in India. The data is analyzed, using structural equation modeling method, against a hypothesized model, and certain inferences are presented. It is seen that the COVID-19-related lockdown has attenuated the influence of the usual brand-preference factors on the brand preference of post-millennials.

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Authors and Affiliations

  1. Sister Nivedita University, New Town, West Bengal, India

    Chitralekha Sengupta

  2. Department of Business Administration, Shri Shikshayatan College, Kolkata, West Bengal, India

    Chitralekha Sengupta

  3. School of Management, Techno India Group, Salt Lake, Kolkata, West Bengal, India

    Amit Kundu

  4. PepsiCo India, Kolkata, West Bengal, India

    Dev Narayan Sarkar

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  1. Chitralekha Sengupta
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  2. Amit Kundu
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  3. Dev Narayan Sarkar
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Editors and Affiliations

  1. Department of Management Science, University of Sfax and University of Carthage, Sfax, Tunisia

    Amina Omrane

  2. Department of Business Administration, Vidyasagar University, West Bengal, India

    Sudin Bag

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Sengupta, C., Kundu, A., Sarkar, D.N. (2021). Brand and Product Preferences Among Post-millennial Consumers During Act-of-God Periods. In: Omrane, A., Bag, S. (eds) New Business Models in the Course of Global Crises in South Asia. Springer, Cham. https://doi.org/10.1007/978-3-030-79926-7_5

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