The role of value-oriented business and brand management approaches in brand preference during the COVID-19 pandemic: A research on the retail industry

Human history has faced the most significant global crisis of the 21st century, the Covid-19 pandemic. The infectious disease-based crisis, which came to the fore in the first quarter of 2020, changed many known truths in business life. In addition to the economic recession, health problems and public policies, rapid changes have occurred in consumer behavior. This study was carried out in order to understand the main issues that affect consumers' brand preference in times of uncertainty, risk and crisis. Especially since the purchase of basic human needs continues despite all kinds of crises and uncertainties, the change in preferences of market chains preferred by consumers in grocery shopping in the retail sector has been the subject of the research. This paper intends to explain the role of value-oriented business and brand management approaches in consumers' market preferences during the Covid-19 pandemic, which improves the image of brands.