The Impact of Political and Economic Uncertainty on Nestle's Marketing Strategy and Consumer Behaviour

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@article{1707550,
      author = {Wareez Odunayo},
      title = {The Impact of Political and Economic Uncertainty on Nestle's Marketing Strategy and Consumer Behaviour},
      journal = {Iconic Research And Engineering Journals},
      year = {2025},
      volume = {8},
      number = {9},
      pages = {842-853},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1707550.pdf},
      abstract = {This research was conducted to examine the impact of political and economic uncertainty on Nestle's marketing strategy and consumer behaviour. The study utilised a combination of primary and secondary sources, including company reports and academic literature. The findings of the study indicated that political and economic uncertainty can have a significant impact on consumer behaviour and, in turn, on a company's marketing strategy. The Brexit vote and ongoing negotiations, the ongoing conflict in Ukraine and Russia, and the COVID-19 pandemic are all examples of events that have caused uncertainty and affected consumer behaviour. To adapt to these challenges, Nestle has implemented various strategies, such as increasing its focus on essential products, expanding its online presence, and prioritising the health and safety of its employees and customers. Additionally, the company has emphasised the importance of ethical practices in its marketing efforts to maintain customer loyalty and trust. Overall, this study highlights the need for companies to be proactive and adaptable in the face of political and economic uncertainty to effectively navigate the changing market landscape and continue to meet the needs of their customers.},
      month = {March},
  }