SHIFTS IN CONSUMER BEHAVIOURAL TRENDS DURING AND POST THE COVID-19 PANDEMIC: AN ANALYSIS USING THE THEORY OF REASONED ACTION

Faith Tinonetsana () and Steve Kayambazinthu Msosa ()
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Faith Tinonetsana: Durban University of Technology, South Africa
Steve Kayambazinthu Msosa: Mangosuthu University of Technology, Durban, South Africa

Business Excellence and Management, 2023, vol. 13, issue 4, 47-60

Abstract: The COVID-19 epidemic has affected how consumers work, travel, communicate, and shop, among other things. This study examined significant shifts in consumer behaviour that were induced by the COVID-19 pandemic and assess whether these shifts persist in the post-Covid era or if consumers reverted to their previous behaviour. The study focused on consumer behaviour in the fast-moving consumer goods sector. The study used a qualitative approach. This study utilised purposive sampling to select 15 participants during the peak of the COVID-19 pandemic and an additional 12 participants after the pandemic. During the peak of COVID-19, online interviews were conducted, while face-to-face interviews took place in the post-pandemic phase. This methodological approach enabled a thorough investigation of consumer behavioural shifts during and after the pandemic. The findings reveal that in response to the COVID-19 pandemic, there was a substantial surge in online shopping, driven by health concerns and convenience, but post-COVID, participants reverted to their pre-pandemic shopping habits, emphasising a return to physical stores. Further, in the post-Covid era, consumer behaviour shifted towards greater loyalty and stability, with many individuals reducing the frequency of changing stores or brands compared to the pandemic's peak. The study also reveals a significant shift in consumer behaviour towards value-based buying during and after the COVID-19 pandemic, reflecting a change in consumer attitudes influenced by economic factors and pandemic experiences. The findings reflect changes in consumer attitudes and intentions, demonstrating the applicability of TRA to these shifts. Additionally, the findings highlight the alignment between consumers' attitudes and behaviour, indicating that TRA principles were evident in their shopping decisions. Retailers should adopt a robust omnichannel strategy that integrates both physical and online shopping experiences. Recognising that consumers value the convenience of online shopping but also seek the in-store experience, businesses should provide seamless options for customers to switch between channels. Retailers should adopt an omnichannel approach, seamlessly blending online and in-store shopping experiences. Marketers should focus on affordability, promotions, and trust-building to align with consumers' value-based buying preferences. Future research could investigate deeper into the long-term sustainability of the observed shifts in consumer behaviour towards physical stores, loyalty, stability, and value-based buying. Assess whether these changes persist or evolve over an extended period beyond the immediate post-pandemic era.

Keywords: Consumer behaviour; Theory of Reasoned Action; Online buying; Value-based buying (search for similar items in EconPapers)
Date: 2023
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