Scribd Logo
Upload

Welcome to Scribd!

  • Purchase Decisions, by A Situational Factor. That Being, COVID-19. It Was A Viral Phenomenon

    Uploaded by

    Melanie Johnson
    15 views1 page
    The article discusses how the COVID-19 pandemic disrupted consumer brand loyalty as supply chain shortages forced people to purchase alternative brands. Customers who normally bought specific toilet paper brands had to settle for whatever was available. This raised concerns that brand loyalty may not return once supply meets demand again. The pandemic interrupted normal buying habits and decision processes, exposing people to new brands out of necessity. It remains to be seen whether customers will go back to their usual brands or adopt the new ones they were introduced to during the crisis.

    Original Description:

    Original Title

    Melanie.Johnson.Article3

    Copyright

    © © All Rights Reserved

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    The article discusses how the COVID-19 pandemic disrupted consumer brand loyalty as supply chain shortages forced people to purchase alternative brands. Customers who normally bought specific toilet paper brands had to settle for whatever was available. This raised concerns that brand loyalty may not return once supply meets demand again. The pandemic interrupted normal buying habits and decision processes, exposing people to new brands out of necessity. It remains to be seen whether customers will go back to their usual brands or adopt the new ones they were introduced to during the crisis.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    15 views1 page

    Purchase Decisions, by A Situational Factor. That Being, COVID-19. It Was A Viral Phenomenon

    Uploaded by

    Melanie Johnson
    The article discusses how the COVID-19 pandemic disrupted consumer brand loyalty as supply chain shortages forced people to purchase alternative brands. Customers who normally bought specific toilet paper brands had to settle for whatever was available. This raised concerns that brand loyalty may not return once supply meets demand again. The pandemic interrupted normal buying habits and decision processes, exposing people to new brands out of necessity. It remains to be seen whether customers will go back to their usual brands or adopt the new ones they were introduced to during the crisis.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    of 1

    Melanie Johnson

    May 25, 2020


    MKTG 321
    Article #3

    Article: Soapbox: As customers are forced to cheat on their favorite brands, will they come
    back?
    Author: Greg Heist
    Date: May 20, 2020
    Link: https://marketingland.com/soapbox-as-customers-are-forced-to-cheat-on-their-favorite-brands-will-they-come-back-279515

    Consumers have been forced to make decisions about brand purchasing in a new and
    more urgent way than ever before. The article speaks of how, with the introduction of panic,
    consumers have been forced to purchase brands of certain items they don’t typically buy because
    of the scarcity of certain products. Certain items like toilet paper, became unavailable at an
    alarming pace. Stores were unable to keep up with demand and consumers had to grab-and-go.
    They were unable to choose between brands available. The article brings up a concern that the
    brand loyalty will not return once the supply has evened out with demand again. 
    Supply chain shortages have affected the Buyer Decision Process, specifically Buyers
    Purchase Decisions, by a situational factor. That being, COVID-19. It was a viral phenomenon
    that occurred overnight in many locations. Stores and suppliers were unable to match demand so
    consumers went for whatever toilet paper they could get their hands on. People stopped
    searching for brand name items and started using generic or off brand items in hopes to land their
    needs in their virtual shopping carts. The purchase decisions of new brands led to what is most
    concerning for the consumers’ old brands and loyalties. 
    The article goes on to speculate what the likelihood is that consumers will return to their
    habits prior to the pandemic style of shopping, or if their brand loyalties will disappear and
    consumers will instead, use the Adoption Process to influence and adopt their new shopping
    experiences. People went into stores and online hoped they could buy what they were used to but
    were forced to purchase what was available and adopt the new brand. They were newly made
    aware of the brand by what was available, realized a new interest, evaluated the brand, tried the
    new brand and could very well discard their old brand and adopt the new brand.

    Personally, I haven’t decided if I will change back to our original brand of toilet paper. I
    also, never thought of it as a decision to make as it was a buying habit we developed long ago.

    You might also like