How to Mitigate Negative Changes on Consumer Behavior during Crises

Abstract: The purpose of the thesis is to gain more insights into the factors of business-to-consumer (B2C) relationships and how they can be used to mitigate negative changes in consumer behaviors during crises. In today's changing landscape, companies are faced with the challenge of understanding and managing consumer behavior in moments when they are hit by unpredictable events in the form of crises, where the importance of B2C relationships can have a significant influence on consumer behavior. The study employs a qualitative research method, utilizing semi-structured interviews with consumers to gain valuable insights into their experiences and perceptions. The study supports and builds on the existing theoretical framework and provides more insights into the subject. The results highlight the importance of establishing and maintaining relationships with consumers during crises, and the significance of trust, commitment, and communication as important factors within these relationships. The paper contributes to companies' ability to maintain consumers during crises. Ultimately, the results of this thesis enable companies and marketers to effectively manage and understand the importance of B2C relationships as well as navigate the complexities of consumer behavior during times of crisis.