OBAKPOLOR, SHALOM ESOGHENE (2021) CONSUMER PURCHASING DECISION AND ORGANISATIONAL RESILIENCE DURING THE COVID-19 PANDEMIC: A STUDY OF UNILEVER COMPANY PLC. Masters thesis, Covenant University Ota..
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Abstract
The goal of every organisation is to achieve its goals and objective; providing goods and services that satisfy the needs and wants of consumers, maximizing profits and increase growth in market share. The outbreak of the Covid-19 pandemic sent unprecedented shockwaves across the globe, creating an unparalleled crisis in terms of our health, severely affecting the way we live and work. The goal of this study is to define and explore the relationship between consumer purchasing decision and organizational resilience during the covid-19 pandemic in the manufacturing sector; Unilever company Nigeria Plc. The objectives of this research were to; ascertain the effectiveness of location choice on pro-active posture, measure the degree of effect of product choice on situational awareness, ascertain the impact of brand choice on innovation, determine the effect of pricing choice on adaptability. Two theories were adopted for this study; Dynamic Capabilities Theory, and Social Cognitive Theory. Four (4) sub-variables was used to measure the predictive outcome of Consumer Purchasing Decision and Organizational Resilience in the Manufacturing industry. The methodology adopted was quantitative research which was used to collect primary data through an online google form (due to the Covid-19 pandemic lockdown) from 264 employees of Unilever company Nigeria Plc from different departments of the organization in Lagos State, Nigeria. Linear regression was used to analysis the hypothesis formulated. The results showed that every organisation’s goal is to maximize profit, but also the input and processes are required for maximum output, product choice plays an important role in situational awareness, brand choice has a significant effect on innovation and pricing choice has a significant effect on adaptability. This study concludes that organisations should identify what motivate different consumers in the marketplace.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Consumer Purchasing Decision, Organisational Resilience, COVID-19 pandemic, Dynamic capabilities, Social cognitive theory. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Mrs Patricia Nwokealisi |
| Date Deposited: | 20 Oct 2021 15:57 |
| Last Modified: | 20 Oct 2021 15:57 |
| URI: | http://eprints.covenantuniversity.edu.ng/id/eprint/15393 |
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