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Home Opinion

Ponašanje potrošača u kriznim situacijama: zabrinuti is prilagođenim ponašanjem i očekivanjima

V raziskavi poročajo, da v povprečju sedem od desetih potrošnikov podpira oglaševanje blagovnih znamk, ki so vsebinsko prilagojene na razmere pandemije, polovica potrošnikov pa sprejema tudi »normalno« oglaševanje, kakršno je bilo prisotno pred korona-virusno pandemijo.

20/04/2020
in Featured, Opinion
4 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Izvor: SOZ

Autor: prof. dr. Žabkar Vesna, Ekonomski fakultet, Univerziteta u Ljubljani

Širjenje virusa SARS-CoV-2 i drastične mjere za zaustavljanje bolesti COVID-19 utiču i na ponašanje potrošača.O tome u koliko se jmjeri promjene odražavaju na ponašanje i razmišljanje potrošača te odnosu prema oglašavanju, u ovo vrijeme izvještava više istraživanja. Za uvid u promjene koje šalju potrošači, oslanjam se na jedno od njih, globalwebindex – Coronavirus Research, koje je provedeno početkom aprila 2020 među 140.000+ stanovnika starosti 16-64 godine u trinest država (Italije, Španije, Njemačke, Francuske, Velike Britanije, SAD, Kanade, Kine, Japana, Indije, Južne Afrike i Singapura) na primjerima korisnika interneta koji su selektirani prema spolu, starosti i obrazovanju. Za glavne ćemo zaključke istraživanja potražiti i teoretska pojašnjenja zašto dolazi do promjena i kako te promjene možemo objasniti.

Kot prvo, v raziskavi poročajo, da v večini držav potrošniki izražajo višjo zaskrbljenost nad globalnimi razmerami, bolj kot zaskrbljenost nad razmerami v lastni državi. To še posebej velja za potrošnike iz držav, ki so uvedle restriktivne ukrepe »ostani doma«, hkrati pa ne beležijo velikega števila žrtev (npr. Avstralija in Nova Zelandija). Večina potrošnikov ocenjuje, da bo mednarodna situacija in situacija v njihovi državi precej slabša kot njihova osebna situacija. Za razlago te ocene lahko uporabimo koncept navidezne superiornosti s področja socialne psihologije. Gre za kognitivno pristranskost, po kateri oseba precenjuje lastni položaj glede na položaj drugih ljudi in po kateri naj bi bila večina posameznikov nad povprečjem, višje/boljše kot pri ostalih, kar ne zdrži realne preverbe.

Glede na rezultate raziskave, večina potrošnikov (šest od desetih) pričakuje, da se razmere ne bodo uredile še vsaj šest mesecev in da se bodo razmere na globalni ravni urejale občutno dlje kot v njihovi lastni državi. Kako bo s spremembami dejansko, bo pokazal čas, lahko pa dodamo teoretično razlago, ki je blizu Amarovem pravilu, da posameznik praviloma precenjuje stopnjo sprememb na kratek čas (npr. 6 mesecev) in podcenjuje dejanske spremembe na daljši čas (npr. več let).

Nadalje, v raziskavi potrošniki poročajo, da čas v izolaciji preživljajo aktivno: okoli 75% se jih aktivno ukvarja z gibanjem, pri čemer so razlike zlasti med generacijami:

generacija Z (16-23 let) kolesari, milenijci (24-37 let) tečejo, generacija X (38-56 let) ter generacija, rojena po drugi svetovni vojni pa se predvsem sprehaja. Tudi pri napovedovanju, kako se bo njihovo vedenje spremenilo po zajezitvi izbruha korona-virusa, večina pričakuje, da se bo več ukvarjala z vadbo. Tovrstne napovedi vedenja je treba jemati z rezervo, ker se vedenjske namere in dejansko vedenje lahko občutno razlikujejo (govorimo o vrzeli med namerami in vedenjem potrošnikov). Kažejo pa na željo potrošnikov po ohranitvi zdravja, ki je lahko pomemben motivator pri njihovem odzivu na iniciative podjetij, ki jim bodo ohranjanje zdravja omogočili.
Polovica potrošnikov v raziskavi poroča o več spletnega nakupovanja kot pred krizo, posebej generacije Z in milenijci ter potrošniki z višjimi dohodki, pri čemer večinoma kupujejo nujne stvari: živila, potrebščine za gospodinjstvo in osebno nego. Med kategorijami, ki jih kupujejo manj, najbolj izstopajo oblačila. Iz navedenega je videti, da je motivacija pri nakupovanju podobno kot pri Maslowu vezana na dno piramide potreb, manj na dosežke, pripadnost in moč (McClelland). Kar 3/4 potrošnikov tako poroča o odlaganju velikih nakupov, pri izbiri fizičnih trgovin, ki so odprte, pa jim je pomemben predvsem kriterij varnosti in priročnosti. Kar je še zanimivo, razlike v nakupovanju med spoloma niso značilne, razen pri moških nakupih gospodinjskih aparatov in alkohola ter ženskih nakupih kozmetike, kar pomeni, da ženske kot glavne nakupovalke za gospodinjstvo niso nujno ustrezna opredelitev ciljne skupine v marketinških aktivnostih.

Ne preseneča, da 95% potrošnikov poroča o povečani medijski potrošnji znotraj doma: 2/3 jih spremlja več novic, polovica jih več uporablja pošiljanje sporočil in preživlja več časa na družbenih medijih. Večja je uporaba pametnega telefona, posebej pa je zanimiv t.i. prelom v zaupanju družbenim medijem. In kaj razumemo z zaupanjem? Gre za pripravljenost nasloniti se na vir, za katerega ocenjujemo, da ima dobre namere in je kompetenten ter zanesljiv. Glede tega raziskava kaže, da čeprav večina še vedno spremlja družbene medije, jih hkrati nimajo za zaupanja vredne vire, za razliko od uradnih virov s strani vlad, zdravstvenih organizacij in medijskih hiš. Za družbene medije pričakujejo več zagotovil za objavljanje vsebin, v katerih so preverjena dejstva in filtriranje lažnih novic.

Za konec tega pregleda še nekaj o stališčih do oglaševanja, ki so bila tudi zajeta v omenjeno raziskavo. V raziskavi poročajo, da v povprečju sedem od desetih potrošnikov podpira oglaševanje blagovnih znamk, ki so vsebinsko prilagojene na razmere pandemije, polovica potrošnikov pa sprejema tudi »normalno« oglaševanje, kakršno je bilo prisotno pred korona-virusno pandemijo. Največje podpore (90%) so v raziskavi deležne blagovne znamke, ki podajajo praktične informacije in priporočila, kako ravnati glede na situacijo. Ne gre spregledati, da so to odgovori na direktna vprašanja glede oglaševanja. Delovanje oglaševanja pojasnjuje množica modelov, od kompleksnih mehanizmov racionalnega procesiranja do delovanja na različnih ravneh pozornosti, v odvisnosti od intenzivnosti stimulusa, potreb, pričakovanj, vrednot ipd. Sklep torej ni enostavno priporočilo, naj bo oglaševanje informativno, pač pa naj bo pripravljeno z veliko mero občutka za spremenjeno nakupno vedenje, medijske navade in pričakovanja potrošnikov.

Tags: Ekonomski fakultetSloveniaSOZUniverziteta u LjubljaniŽabkar Vesna
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