Year: 2024
Type: article
Abstract: Purpose: The objective of this study are to describe the pattern of consumption of frozen food participants from time to time (before, during, and after the pandemic) and to explore reasons participants consume frozen food from time to time (before and after when pandemic) and to predict the pattern of consumption of frozen food post-pandemic based on condition actual practice consumption participants. Theoritical Reference: Product trends frozen experienced enhancement during the covid pandemic; however, conditions were assumed to be different when situation post-pandemic. In its most recent developments. Method: Research in a manner qualitative use method studies case (case study) with Multiple Case Study Design with 1 unit analysis for 90 people (cases) customers product frozen food in Indonesia (West et al. regions, 30 people each). Originality/ Value: To reach the objective study, this illustration was used Yin's approach with positivism to understand what already happened or reality (condition practice natural) related consumption product frozen food. Result and Conclusion: The results of this study indicate that customers still have an attraction to consume frozen products food even though there is no pandemic. Implication of Research: During the post-pandemic period, the Frozen Food business is still promising and promising so it can be developed on a broader scale.
Authors: Zainul Wasik, Sri Gunawan, Tanti Handriana
Institution: Universitas Airlangga
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4402912230