Title: The changes on the Spanish consumer behaviour after the financial crisis 2007. Applied towards a switch to store branded products.

Authors: Adrián Cánovas Rosales and Iranzu Ibáñez Pérez

Supervisor: Venilton Reinert

Level: Bachelor in Business Administration, Marketing

Key words: Consumers’ behaviour, financial crisis, leader brands, store brands, Spain, Spanish retailers…

Purpose: The main research objective is to find out if there has been a change in Spanish consumer buying behaviour as a consequence of the current economic downturn.

Method: The selected research method is an explorative research followed by descriptive one. Secondary data has been collected from books at Halmstad University’s Library and academic journals and other articles founded in the University’s Databases. Primary data has been obtained through a survey among middle class Spanish households. The selected research instrument is a questionnaire.

Theoretical framework: We firstly define the consumer behaviour. Then, there is an explanation of the economic crisis focusing on the Spanish case. Finally, stores brands are defined.

Conclusion: A summary of the findings obtained from our study are posted. Middle class Spanish households have reduced their consumption, becoming more rational and, consequently, switching to store brands. The limitations of the study as well as some suggestions for further researches are added in this section.