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Papers by Jovana Lazarević

Research paper thumbnail of Consumer lifestyle before and during COVID 19 virus pandemic

Marketing

The proclamation of the COVID 19 virus pandemic has changed the way people live in almost all par... more The proclamation of the COVID 19 virus pandemic has changed the way people live in almost all parts of the world. Due to the pandemic, consumers are adapting to the new circumstances not only by respecting epidemiological measures but also by changing their habits in everyday life. The aim of this paper is to identify changes in consumer lifestyle as a consequence of the current COVID 19 pandemic. The research was conducted on a sample of 153 respondents by observing their eating habits, travel, use of electronic shopping and payment channels and healthy lifestyle. Based on the analysis of the collected primary data in the SPSS program, the results indicate that lifestyle related to travel, use of electronic shopping and payment channels and healthy lifestyle significantly differs, while eating habits also changed but in lower degree. The conducted research contributes to the generation of useful knowledge in order to better understand the COVID 19 virus, which is still unknown to t...

Research paper thumbnail of Consumer Lifestyle Forming Under the Influence of National Culture

Management:Journal of Sustainable Business and Management Solutions in Emerging Economies, 2021

Research Question: This paper examines the influence of femininity and collectivism as a dimensio... more Research Question: This paper examines the influence of femininity and collectivism as a dimension of Serbian national culture on activities, interests and opinions, i.e., consumer lifestyle components. Motivation: Consumer lifestyle is largely shaped by the effects of the culture to which consumers belong. Starting from the relevant Kotler & Keller (2017) consumer behaviour model that demonstrates the previously given fact, as well as identified research gap related to investigating the influence of Hofstede's national culture dimensions on activities, interests and opinions as lifestyle components, the study gives useful insights into the importance of knowing and respecting cultural differences when defining marketing strategies that aim to shape or influence a particular consumer lifestyle. The study contributes to the existing literature by providing a new idea for developing a research framework that could be used in cross-cultural or consumer behaviour studies. Idea: The ...

Research paper thumbnail of The effect of country - of - origin image trough quality, design and attractiveness related to product on consumer loyalty

The European Journal of Applied Economics, 2021

The main goal of this research is to determine whether there is an impact of country - of -origin... more The main goal of this research is to determine whether there is an impact of country - of -origin image on consumer loyalty to products originating from countries with positive and recognizable image and whether this impact is achieved through characteristics such as product quality and design, and attractiveness related to using the same. To examine this impact, an empirical study was conducted on a sample of 150 respondents and analysis of collected data was performed in SPSS 20. The results show that information about country of -origin image is important to consumers and has an impact on their behavior related to buying foreign product. More precisely, results show that country - of -origin image affects consumers when they choose products based on their quality and design and attractiveness that consumers feel when using these products, and also that through these characteristics country - of -origin image has effects on consumer loyalty. In accordance with the obtained results...

Research paper thumbnail of Improving banking services quality: Example of mobile banking

Bankarstvo

Implementation of contemporary information technology provided banks with the possibility to comm... more Implementation of contemporary information technology provided banks with the possibility to communicate with clients through mobile banking. To improve this service quality, banks must monitor and analyse components that determine clients' intention to communicate with their bank through this channel. The goal of the paper is to identify key determinants of clients' intention to use mobile banking through empirical research conducted on a sample containing 196 clients. The paper analyses effects of the perceived usefulness and ease of use as the main components of the TAM model, by expanding the same with two more components: trust and credibility. By processing the data in SPSS software research obtained the results that all observed components, except trust, influence clients' intention to use mobile banking. The obtained results expand existing scientific knowledge in the contemporary banking communication research area and provide valuable knowledge for improving ba...

Research paper thumbnail of Consumer Ethnocentrism under the Circumstances of the COVID-19 Virus Pandemic

Proceedings of the 27th International Scientific Conference Strategic Management and Decision Support Systems in Strategic Management

The new circumstances of life due to the proclamation of the COVID 19 virus pandemic have caused ... more The new circumstances of life due to the proclamation of the COVID 19 virus pandemic have caused numerous changes both in general people's lives and in consumption. The aim of this paper is to identify changes in the degree of consumer ethnocentrism when choosing products during COVID 19 virus pandemic, compared to the period before its occurrence. In addition, differences in consumer preferences for certain product and service categories of domestic producers before and during the pandemic were analyzed. A paired t test is used for this purpose. By analyzing the primary data collected from 176 respondents, higher level of consumer ethnocentrism is confirmed in period during pandemic, specially when it comes to choice of medical products of domestic origin. Theoretical implications of the paper relate to expanding current knowledge about the effects of the COVID 19 pandemic on consumer behavior, while managerial implications include the possibility of using scientific results in...

Research paper thumbnail of Eating habits and consumer food shopping behaviour during COVID-19 virus pandemic: insights from Serbia

British Food Journal

PurposeThe COVID-19 virus pandemic has strongly influenced consumer behaviour worldwide. This pap... more PurposeThe COVID-19 virus pandemic has strongly influenced consumer behaviour worldwide. This paper aims to investigate how risk perceptions and precautions related to COVID-19 virus influence consumer eating habits and consequently, behaviour during shopping for food. Also, research tends to identify changes in consumer eating habits resulting from the current pandemic situation.Design/methodology/approachIn total, 237 consumers from Serbia were online surveyed during November 2020. Starting from the methodology of the SOR model (Mehrabian and Russell, 1974), the questionnaire consists of seven-point Likert scale statements that measure risk perceptions and precautions as stimulus (S), eating habits as an organism (O) and food choice, precautions during shopping for food and food purchasing patterns as a response (S).FindingsResearch results confirm the difference in consumers' eating habits during and before a pandemic. Also, results indicate that perceived risk and precaution...

Research paper thumbnail of Consumer lifestyle before and during COVID 19 virus pandemic

Marketing

The proclamation of the COVID 19 virus pandemic has changed the way people live in almost all par... more The proclamation of the COVID 19 virus pandemic has changed the way people live in almost all parts of the world. Due to the pandemic, consumers are adapting to the new circumstances not only by respecting epidemiological measures but also by changing their habits in everyday life. The aim of this paper is to identify changes in consumer lifestyle as a consequence of the current COVID 19 pandemic. The research was conducted on a sample of 153 respondents by observing their eating habits, travel, use of electronic shopping and payment channels and healthy lifestyle. Based on the analysis of the collected primary data in the SPSS program, the results indicate that lifestyle related to travel, use of electronic shopping and payment channels and healthy lifestyle significantly differs, while eating habits also changed but in lower degree. The conducted research contributes to the generation of useful knowledge in order to better understand the COVID 19 virus, which is still unknown to t...

Research paper thumbnail of Consumer Lifestyle Forming Under the Influence of National Culture

Management:Journal of Sustainable Business and Management Solutions in Emerging Economies, 2021

Research Question: This paper examines the influence of femininity and collectivism as a dimensio... more Research Question: This paper examines the influence of femininity and collectivism as a dimension of Serbian national culture on activities, interests and opinions, i.e., consumer lifestyle components. Motivation: Consumer lifestyle is largely shaped by the effects of the culture to which consumers belong. Starting from the relevant Kotler & Keller (2017) consumer behaviour model that demonstrates the previously given fact, as well as identified research gap related to investigating the influence of Hofstede's national culture dimensions on activities, interests and opinions as lifestyle components, the study gives useful insights into the importance of knowing and respecting cultural differences when defining marketing strategies that aim to shape or influence a particular consumer lifestyle. The study contributes to the existing literature by providing a new idea for developing a research framework that could be used in cross-cultural or consumer behaviour studies. Idea: The ...

Research paper thumbnail of The effect of country - of - origin image trough quality, design and attractiveness related to product on consumer loyalty

The European Journal of Applied Economics, 2021

The main goal of this research is to determine whether there is an impact of country - of -origin... more The main goal of this research is to determine whether there is an impact of country - of -origin image on consumer loyalty to products originating from countries with positive and recognizable image and whether this impact is achieved through characteristics such as product quality and design, and attractiveness related to using the same. To examine this impact, an empirical study was conducted on a sample of 150 respondents and analysis of collected data was performed in SPSS 20. The results show that information about country of -origin image is important to consumers and has an impact on their behavior related to buying foreign product. More precisely, results show that country - of -origin image affects consumers when they choose products based on their quality and design and attractiveness that consumers feel when using these products, and also that through these characteristics country - of -origin image has effects on consumer loyalty. In accordance with the obtained results...

Research paper thumbnail of Improving banking services quality: Example of mobile banking

Bankarstvo

Implementation of contemporary information technology provided banks with the possibility to comm... more Implementation of contemporary information technology provided banks with the possibility to communicate with clients through mobile banking. To improve this service quality, banks must monitor and analyse components that determine clients' intention to communicate with their bank through this channel. The goal of the paper is to identify key determinants of clients' intention to use mobile banking through empirical research conducted on a sample containing 196 clients. The paper analyses effects of the perceived usefulness and ease of use as the main components of the TAM model, by expanding the same with two more components: trust and credibility. By processing the data in SPSS software research obtained the results that all observed components, except trust, influence clients' intention to use mobile banking. The obtained results expand existing scientific knowledge in the contemporary banking communication research area and provide valuable knowledge for improving ba...

Research paper thumbnail of Consumer Ethnocentrism under the Circumstances of the COVID-19 Virus Pandemic

Proceedings of the 27th International Scientific Conference Strategic Management and Decision Support Systems in Strategic Management

The new circumstances of life due to the proclamation of the COVID 19 virus pandemic have caused ... more The new circumstances of life due to the proclamation of the COVID 19 virus pandemic have caused numerous changes both in general people's lives and in consumption. The aim of this paper is to identify changes in the degree of consumer ethnocentrism when choosing products during COVID 19 virus pandemic, compared to the period before its occurrence. In addition, differences in consumer preferences for certain product and service categories of domestic producers before and during the pandemic were analyzed. A paired t test is used for this purpose. By analyzing the primary data collected from 176 respondents, higher level of consumer ethnocentrism is confirmed in period during pandemic, specially when it comes to choice of medical products of domestic origin. Theoretical implications of the paper relate to expanding current knowledge about the effects of the COVID 19 pandemic on consumer behavior, while managerial implications include the possibility of using scientific results in...

Research paper thumbnail of Eating habits and consumer food shopping behaviour during COVID-19 virus pandemic: insights from Serbia

British Food Journal

PurposeThe COVID-19 virus pandemic has strongly influenced consumer behaviour worldwide. This pap... more PurposeThe COVID-19 virus pandemic has strongly influenced consumer behaviour worldwide. This paper aims to investigate how risk perceptions and precautions related to COVID-19 virus influence consumer eating habits and consequently, behaviour during shopping for food. Also, research tends to identify changes in consumer eating habits resulting from the current pandemic situation.Design/methodology/approachIn total, 237 consumers from Serbia were online surveyed during November 2020. Starting from the methodology of the SOR model (Mehrabian and Russell, 1974), the questionnaire consists of seven-point Likert scale statements that measure risk perceptions and precautions as stimulus (S), eating habits as an organism (O) and food choice, precautions during shopping for food and food purchasing patterns as a response (S).FindingsResearch results confirm the difference in consumers' eating habits during and before a pandemic. Also, results indicate that perceived risk and precaution...