The Change of Consumer Behaviour due to Fear Factor during Covid-19 Pandemic: Malawian Shopping Perspective

Abstract

This paper delves into the contemporary theme of shifts in consumer behavior prompted by the COVID-19 pandemic. The research aims to investigate the impact of fear on consumers and examine their reactions to changes in shopping patterns. While there is existing evidence on alterations in consumer behavior during the pandemic, a comprehensive understanding based on consumer opinions and experiences is still lacking. The research methodology involved conducting a survey with a sample of 252 consumers in Blantyre City, Republic of Malawi, offering an original data source for this distinctive study. The study's findings trace individual modifications in consumer behavior during the pandemic, emphasizing shifts related to panic buying. A notable 81% of consumers reported an upsurge in the quantity of goods purchased in 2020-2022, though this form of panic buying markedly decreased in subsequent pandemic years. Results indicate that male consumers were less prone to engaging in panic buying yet expressed heightened concerns about the pandemic's adverse effects on the state's economy compared to their female counterparts. While most consumers were troubled by health threats and associated risks, the research revealed a greater fear for others than for oneself, leading to an increased inclination for solitary shopping. The implications of this study are extensive, offering practical insights for businesses needing to adapt their strategies in the post-pandemic landscape. Moreover, the findings provide a basis for future risk management measures, enabling companies to better prepare and devise flexible responses in the event of similar situations in the future.