The New Consumer Behaviour Paradigm amid COVID-19: Permanent or Transient?

Abstract

A critical situation pushes human behaviour towards different directions with some aspects of behaviour being irrevocable. COVID-19 pandemic is not a normal crisis, and to control the spread of disease various measures were taken including complete and then partial lockdown. Since all elements of the economy are intricately interrelated with public health measures and lockdown, this resulted in economic instabilities of the nations hinting towards change in market dynamics. In every market, consumers are the drivers of the market competitiveness, growth and economic integration. With economic instability, consumers are also experiencing a transformation in behaviour, though how much of transformation experienced during the crisis will sustain is a question. This article looks at the consumer behaviour during COVID-19 crisis and in the subsequent lockdown period when the world stood still for more than a quarter of a year. Further, the article attempts to weave through the maze of literature available about consumer behaviour in normal times and in crisis times, strengthens it with the rapid assessment reports culled out by the different consulting organisations during lockdown phase, substantiates the same with first-hand telling and retelling of experiences by consumers and professionals with marketing background to bring up a hypothesis of the pandemic affecting a paradigm shift from consumer materialism to consumer spiritualism. The proposition offers further testable hypotheses for future research to understand consumer sentiments or requirement in buying ‘what is enough’ within the marketing context and how it can be reinforced post-COVID crisis for ensuring sustainability of business models. It would also be interesting to explore the correlates of this forced consumer behaviour with other variables such as learning from crisis, changing needs, personality, nationality, culture, new market segment and age to develop new models of consumer behaviour.

Should I stay, or should I go? Consumers' perceived risk and intention to visit restaurants during the COVID-19 pandemic in Brazil

“…With the rise of insecurity, economic uncertainty, and unemployment, consumers have grown cautious regarding their expenses, postponing their demands for durable goods and discretionary services ( Sheth, 2020 ). This can be seen in the current society as a search for more sustainable consumption ( Mehta, Saxena, & Purohit, 2020 ). As observed in other crises, these trends are often not momentary, and some characteristics may persist after the crisis ( Flatters & Willmott, 2009 ).…”

The Kano Model: How the Pandemic Influences Customer Satisfaction with Digital Wallet Services in Indonesia

“…This study contributes theoretically and practically. The theoretical contribution provides a comprehension of how a crisis, such as COVID-19, has affected customer behavior as not everyone perceives situations or their negative effects similarly (Amalia et al, 2012;Mehta et al, 2020 andAng et al, 2001). One effect on customer satisfaction will impact the retention and use of certain products and services.…”

Efectos de la pandemia de COVID-19 en el comportamiento del consumidor

“…Impacto inmediato de la pandemia COVID-19 en el consumo y el comportamiento del consumidor El logro de los objetivos de consumo a largo plazo solo se producirá mediante la negación de los caprichos a corto plazo y el uso ingenioso de los recursos existentes (Mehta et al, 2020). El movimiento paralelo hacia la frugalidad es lo que se denomina como simplicidad voluntaria.…”

“…El hábito de ir al cine se ha roto y se puede aprovechar los elementos de personalización en selección de películas (Sheth, 2020a). Las empresas de entrega de alimentos listos para el consumo cambiaron de inmediato, de la noche a la mañana, para entregar productos básicos como frutas, verduras y comestibles (Mehta et al, 2020). En Centroamérica y el Caribe empresas como Uber Eats, Glovo, y Rappi brindan sus servicios a distintos restaurantes, farmacias entre otros rubros.…”