Branding and Social Identity in Consumer Decisions and Retail Consumption in South Africa post covid-19 lockdown
Date
2023
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
University of the Witwatersrand, Johannesburg
Abstract
Consumer behavior continues to evolve, a phenomenon accentuated by various factors, notably the recent COVID-19 pandemic. Globally enforced lockdowns mandated by governments compelled individuals to seek new survival strategies, prompting shifts in their purchasing patterns. The restrictions on movement
necessitated a surge in online shopping. Additionally, the pandemic fostered panic-driven bulk purchases, as consumers sought means of survival without adequate information on the duration of the crisis (Loxton et al., 2020)
Description
A research report submitted in partial fulfillment of the requirements for the degree of Master of Management Strategic Marketing - (MMSM) to the Faculty of Commerce, Law, and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2024
Keywords
UCTD
Citation
Makhathini, Silindile Charmaine. (2024). Branding and Social Identity in Consumer Decisions and Retail Consumption in South Africa post covid-19 lockdown [Master’s dissertation, University of the Witwatersrand, Johannesburg].WireDSpace.https://hdl.handle.net/10539/44253