Zachowania konsumentow wobec marek w sytuacjach kryzysowych. (Consumer behavior towards brands in crisis situations.)

The aim of this study was to present selected aspects of consumer behavior towards brands in crisis situations. The perception of component elements of brands as well as the perception of prices were accepted as differentiating criteria. For every criterion three analytic levels were considered, which lead to the construction of matrix with regards to consumer behavior towards brands in crisis situations. The identification of crisis situation from the consumer’s perspective was executed, taking into account the decrease of households earnings in insignificant and considerable degree. The ranges of insignificant and considerable decrease of households earnings were established on basis of qualitative investigations. In the last part of this study - the main phenomena in consumer behaviors towards brands were presented with special attention given to lowering of consumers’ brand loyalty and the growth of price loyalty as well as the consumer acceptance of brand extension and creating the subbrands in lower price segments.