Abstract:

Mergers and acquisitions (M&A) have become a common occurrence in the business world, as companies seek strategic partnerships and opportunities for growth. These transactions involve the combining of two or more companies, either through a merger (where two companies join to form a new entity) or an acquisition (where one company purchases another). While M&A activities primarily aim to enhance operational efficiency, expand market presence, and generate economies of scale, they also have a significant impact on consumer buying behavior. This study aims to examine consumers’ responses to mergers and acquisitions to better understand consumers’ consumption behaviors after the deal and also aims to collect quantitative data on consumers’ behavioral patterns based on their responses to mergers and acquisitions. The primary data was collected from 200 respondents and the results of the study show that consumers' brand loyalty is affected by mergers and acquisitions, leading to changes in their consumption behaviors, and consumers' perceptions of quality and value are influenced by mergers and acquisitions, impacting their purchasing decisions.

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