Personalized Marketing

Simon Madarász

Student thesis: Master thesis


Goal – The coronavirus pandemic has affected millions of people globally. Consumers shifted their spending to essentials while cutting back on most unnecessary items. There are significant amounts of evidence saying that consumer behavior has changed in the past year. Therefore, businesses had to adapt to these major shifts with their communications towards the customer. In this thesis we set out to examine how has consumer behavior change towards personalized marketing in the last year. This thesis uses theory of planned behavior as the foundation for research and the assessment of behavior which was widely adopted for the past three decades. Methodology – In this thesis we use quantitative methods to analyze the consumer behavior and the presence of personalized marketing during the pandemic. Questionnaire was used to collect primary data from the respondent who were a representative sample of the general population of online users. From theory hypotheses were developed and then they were statistically tested Findings – The analysis revealed that theory of planned behavior is supported and that there are significant relationships between personalized marketing and consumer behavior. Additionally, consumers perceive a stronger presence of marketing amidst the pandemic and that they are more inclined to shop online when all the predictors of behavioral intentions are positive. Future research – The current theory of planned behavior has it limitations. Because it does not incorporate emotions into the model. Many would argue that emotions have a fundamental effect on the individual’s behavior which would be important to examine.

EducationsMSc in International Marketing and Management, (Graduate Programme) Final Thesis
Publication date2021
Number of pages89
SupervisorsStefan Schwarzkopf