Effects of Covid-19 on Global Marketing
Effects of Covid-19 on Global Marketing
By Khyati Gupta* & Arnav Singh Negi**
(*Faculty of Business and Economics, The University of Hong Kong and **Department of ECE, National Institute of Technology Karnataka)
Supervised by Dr. Michael He Jia, Assistant Professor, Faculty of Business and Economics, The University of Hong Kong
Abstract:
This research paper titled: ‘Effects of Covid-19 on Global Marketing’ aims at figuring out the responses of two major questions: Difference between the marketing approaches by two industries that were affected varyingly during the pandemic and analysing the consumer behaviour with the current marketing strategies of the said companies and prognostication of the response under the post lockdown limitations in the new normal. We will analyse the customers’ behaviour and their response to the marketing strategies of the 6 companies in 2 industries during the pandemic. For this purpose, we have designed a survey based on the Peso Model and collected 109 customers’ responses and then analysed their responses using various analysis tools.