ММСП МОРАЈУ ДА ПРОМЕНЕ „ИГРУ” У ИЗАЗОВНИМ ВРЕМЕНИМА КАО ШТО ЈЕ КРИЗА КОВИД-19: ПРОМЕНЕ У НАВИКАМА ПОНАШАЊА ПОТРОШАЧА
DOI:
https://doi.org/10.22190/TEME201122012MKljučne reči:
ковид-19, криза, потрошачи, ММСП, иновацијеApstrakt
Утицај VUCA света (нестабилност, несигурност, комплексност, двосмисленост) и пандемије ковид-19 на сектор микро, малих и средњих предузећа (ММСП) су значајни. Циљ овог рада је анализа понашања потрошача у куповини током кризе COVID-19, као и њихових будућих намера, како би се предложиле потенцијалне опције за нове развојне стратегије које су у складу са потребама потрошача. Разматрају се промене у навикама потрошача у свету, и у Србији. Онлајн анкета потрошача спроведена је у Србији, од 23. до 29. априла 2020. године. Узорак обухвата 510 испитаника. Приликом анализе су коришћене квантитативне статистичке методе: дескриптивна и компаративна статистика (χ2 тест, т-тест, регресија, корелација). Резултати анкете су, у неким сегментима, упоредиви са резултатима анкете McKinsey & Company, према којој је спроведено истраживање у 22 земље широм света. Резултати емпиријског истраживања указују да су се потрошачке навике промениле у погледу структуре потрошње и метода куповине. ММСП са стратешком маркетиншком оријентацијом, свесни потреба купаца у турбулентном окружењу, способнији су да буду иновативни и имају више шанси да буду конкурентни. Пословање у време пандемије отворило је нове могућности за реновацију пословања путем е-трговине. Допринос рада је скуп препорука за ММСП о начину стицања конкурентности и видљивости на дигиталном тржишту. Препоручује се побољшање е-трговине у Србији, на основу увида у резултате истраживања, која потврђују и да је усвајање нових технологија од стране потрошача убрзано, као и да су процеси иновација и дигиталне трансформације у целини значајно убрзани, па представљају прилику и услов за рад српских ММСП у будућем new normal.
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