This thesis explores the impact of inflation on consumer behavior and marketing strategies, with a specific focus on the Italian and German markets. The objective is both to understand how inflation influences consumers' purchasing choices and behavior and to propose marketing approaches that enable companies to successfully address the challenges posed by this phenomenon through the study and investigation of consumers' behavioral and emotional reactions. Starting with a historical and conceptual analysis of inflation, the thesis then focuses on its main causes, its consequences on demand, supply, and price elasticity. Next, the psychological, economic, and behavioral mechanisms that drive consumer decisions in crisis contexts and influence purchase decisions, including, for example, expectation formation, consumer perceptions of price changes, and upward cost reactions, including through theoretical models such as Prospect Theory and Mental Accounting Theory, are explored. The redistribution of consumption during periods of economic crisis is also discussed. The thesis then uses an interdisciplinary approach to understand changes in consumer behavior during periods of inflation, emphasizing cultural and market differences between Italy and Germany. In the final chapter, the thesis explores marketing strategies that companies can adopt to respond to changes in consumer behavior, highlighting the importance of consumer perceptions and the study of consumer behavior to help companies better manage economic uncertainty, gain competitive advantages, and respond effectively to new market dynamics. Finally, the practical example of some companies that have operated in the Italian and German markets and their marketing strategies is proposed in order to emphasize the centrality of the consumer in the development of marketing strategies and to provide more concreteness to what was previously proposed. This thesis, through theoretical analysis, aims to provide a clear picture of the interconnections between inflation, consumer behavior, and marketing strategies.
La presente tesi esplora l'impatto dell'inflazione sul comportamento dei consumatori e sulle strategie di marketing d’impresa, con un focus specifico sui mercati italiano e tedesco. L'obiettivo è sia comprendere come l’inflazione influenzi le scelte d’acquisto e il comportamento dei consumatori sia osservare approcci di marketing che consentano alle imprese di affrontare con successo le sfide poste da tale fenomeno. Partendo da un'analisi storica e concettuale dell'inflazione, la tesi si concentra poi sulle sue cause principali, le sue conseguenze sulla domanda, sull'offerta e sull'elasticità dei consumatori ai prezzi. Successivamente, vengono approfonditi i meccanismi psicologici, economici e comportamentali che guidano le decisioni dei consumatori in contesti di crisi e che influenzano le decisioni di acquisto, tra cui ad esempio la formazione delle aspettative, le percezioni dei consumatori nei confronti delle variazioni di prezzo e le reazioni al rialzo dei costi, anche attraverso modelli teorici quali la Prospect Theory e la Mental Accounting Theory. Viene inoltre approfondita la ridistribuzione dei consumi durante i periodi di crisi economica. La tesi utilizza un approccio interdisciplinare per comprendere i cambiamenti nei comportamenti di consumo durante i periodi di inflazione, sottolineando differenze culturali e di mercato tra Italia e Germania. Nel capitolo finale, la tesi esplora le strategie di marketing che le aziende possono adottare per rispondere ai cambiamenti nei comportamenti dei consumatori, evidenziando l’importanza delle percezioni dei consumatori e dello studio del comportamento del consumatore per aiutare le imprese a gestire al meglio l'incertezza economica, guadagnare vantaggi competitivi e rispondere efficacemente alle nuove dinamiche di mercato. Infine, viene proposto l’esempio pratico di alcune imprese che hanno operato nel mercato italiano e tedesco e delle loro strategie di marketing al fine di sottolineare la centralità del consumatore nello sviluppo delle strategie di marketing e di fornire maggiore concretezza a quanto precedentemente proposto. Questa tesi, attraverso un’analisi teorica, mira ad offrire un quadro chiaro delle interconnessioni tra inflazione, comportamento dei consumatori e strategie di marketing.
“I buoni consigli sono costosi!” - Strategie di marketing in risposta all'inflazione: Adattarsi al comportamento modificato dei consumatori
MOTTA, FLAVIA
2023/2024
Abstract
This thesis explores the impact of inflation on consumer behavior and marketing strategies, with a specific focus on the Italian and German markets. The objective is both to understand how inflation influences consumers' purchasing choices and behavior and to propose marketing approaches that enable companies to successfully address the challenges posed by this phenomenon through the study and investigation of consumers' behavioral and emotional reactions. Starting with a historical and conceptual analysis of inflation, the thesis then focuses on its main causes, its consequences on demand, supply, and price elasticity. Next, the psychological, economic, and behavioral mechanisms that drive consumer decisions in crisis contexts and influence purchase decisions, including, for example, expectation formation, consumer perceptions of price changes, and upward cost reactions, including through theoretical models such as Prospect Theory and Mental Accounting Theory, are explored. The redistribution of consumption during periods of economic crisis is also discussed. The thesis then uses an interdisciplinary approach to understand changes in consumer behavior during periods of inflation, emphasizing cultural and market differences between Italy and Germany. In the final chapter, the thesis explores marketing strategies that companies can adopt to respond to changes in consumer behavior, highlighting the importance of consumer perceptions and the study of consumer behavior to help companies better manage economic uncertainty, gain competitive advantages, and respond effectively to new market dynamics. Finally, the practical example of some companies that have operated in the Italian and German markets and their marketing strategies is proposed in order to emphasize the centrality of the consumer in the development of marketing strategies and to provide more concreteness to what was previously proposed. This thesis, through theoretical analysis, aims to provide a clear picture of the interconnections between inflation, consumer behavior, and marketing strategies.File | Dimensione | Formato | |
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https://hdl.handle.net/20.500.14239/27847