Will the changes in consumer behaviour during the COVID-19 pandemic be permanent?
Abstract
The following study will explore the changes made in consumer behaviour throughout
the 2020 Coronavirus pandemic. At the start of 2020 consumers found themselves in
a state of panic and as a result they shifted their consumer behaviours to allow them
to feel more prepared (Dammeyer, 2020). These changes included moving to and
from online grocery services, using local farms for produce and increasing their trips
to the shop and the number of items they were purchasing.
The following study aims to provide the reader with an understanding of the reasons
suggested within current literature for these shifts as well as explaining consumers
personal reasoning and when/if they will return to their pre-pandemic shopping habits.
The research within this study follows a quantitative approach using an online
questionnaire, distributed via social media to respondents asking them what changes
they made, why and when/if they will return to their previous behaviours once the
coronavirus pandemic is over.
The researcher obtained 100 responses which allowed an in-depth analysis
determining the most popular shifts being increasing shop visits and item quantities
– respondents said this was because they were at home more and this meant they
burned through quantities much faster. With the least popular shift being moving from
online grocery services to face to face shopping – this being because it was a forced
shift via lack of slots.
The research also found that 49.4% of respondents intend to revert their shopping
habits once coronavirus levels fall to much lower levels.
Overall, the research discussed in-depth within this dissertation will provide suppliers
of an accurate picture of when consumers will begin to return to their previous
shopping habits, therefore removing the pressure and demand on retailer and
supplier products and services.