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• W2775346058 abstract "This paper explores the relationship between an external socio-disruptive factor and consumer product and brand decision-making behavior. The social disruption was physical relocation, which resulted in a radical change in the toilet system, which had implications for toilet cleaning product and brands used. By using a sample calculator, a probability sample of 384 households from Cosmo City, South Africa were surveyed using a structured questionnaire. The data from 332 respondents (86% response rate) were analyzed using various inferential statistical analysis techniques to test three hypotheses. Multiple regression path coefficients demonstrated positive and significant changes&amp;nbsp;β=1.709,&amp;nbsp; p&amp;lt;.0005 in the desired brand benefits following the social disruption, and that there were no significant differences&amp;nbsp;β=-0.601,&amp;nbsp; p&amp;lt;.027 between households that switched brands and those that did not. The findings underscore the importance of recognizing that consumers re-evaluate their brand choices, leading to significant brand switching in cases where the social change has a radical effect on brand usage. The results also indicate that ‘out-of-market’ changes such as a radical social change have the same impact on consumer brand behavior and brand choice, as “in-market” disruptions such as the introduction of an innovative brand. The findings have strategy implications for marketers of toilet cleaning products in particular and consumer goods in general." @default.
• W2775346058 created "2017-12-22" @default.
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• W2775346058 date "2017-12-06" @default.
• W2775346058 modified "2023-09-26" @default.
• W2775346058 title "Consumer Choice Behavior during a Social Disruption" @default.
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• W2775346058 doi "https://doi.org/10.21511/ppm.15(3-2).2017.09" @default.
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