Innovative Marketing Approaches and Transformation of Slovenian Consumer Behavior During the COVID-19 Pandemic

Abstract

The COVID-19 pandemic has presented unparalleled difficulties, requiring flexible and adaptive responses from both societies and enterprises. This study aims to analyze new marketing techniques and operational adjustments that have emerged in response to the global crisis, focusing on their impact on customer behavior and purchase choices. Utilizing an abductive paradigm with a sequential exploratory design, we combined qualitative and quantitative research approaches. We gathered data from a sample of 204 Slovenian respondents through an online survey, which underwent rigorous examination using structural equation modeling (SEM). Our findings reveal significant shifts in customer behavior, notably a transition towards online retail platforms. Education also appears to play a crucial role in influencing consumer behavior changes, especially within the pandemic's complex context. Additionally, changes in income distribution directly affect product demand dynamics in the market. The practical significance of this study is emphasized by the actionable suggestions it provides to policymakers and organizations. These recommendations equip them with the necessary understanding to effectively adjust their strategies to meet the changing demands and preferences of customers to prepare for future possible crises.