ფორსმაჟორულ სიტუაციაში მომხმარებლის ქცევის შესწავლა ქართულ ბაზარზე

Studying consumer behavior in a force majeure situation on Georgian market
The master’s thesis deals with the current reality of 2020 and the many changes associated with it. In particular , we discuss the global economic crisis caused by the Corona virus, the adaptation of society to new life, the transition of businesses and the settlement of pandemic conditions, and the change in consumer behavior in such a force majeure situation.
The topic is about “Study of Consumer Behavior in a forcemajeure situation in Georgian market”, where I considered Covide 19 to be exactly such a force majeure situation,which has become a global challenge and has led to such key questions in marketing as:”How to deal with the crisis?” And “What changes will follow from consumer behavior preceded by long-term self-isolation?"As a result of observing the events in Georgia, it has become possible for us to determine how the virus changes the behavior of public and institutions.We,also monitor world news through thousands of media.
The constant change in consumer behavior is not guaranted,but marketers should be able to switch to e-commerce as quickly as possible.So far,users are avoiding public areas due to the risk of delaying infection,also crowds and prefere online orders,instead of meeting in real life.Even before the pandemy ,people actively used e-commerce and without such factors as :supply-chain,payment infrastructure,logistic system,convenient platforms….. e-commerce couldn’t work.New digital services introduced to solve the crisis will most likely be established in the future.The current news has given some companies the ability to adapt their product and services to the existing reality as needed.
In the first chapter, I analyzed some aspects of consumer behavior that prompted him to react to different situations. I also focused on developing new customer behavior trends that followed the pandemic.Also its very important to know how to get a loyality from them.
The second chapter highlights the functioning of various brands during the virus, not only in the Georgian market, but also many foreign companie’s strategies worldwide.
In the third chapter, are shown statistics made by different companies in connection with the change of consumer behavior, as well as the conduct of personal observations and there is also interviews and own research on current events in the country.