The Impact of the Pandemic on Consumer Behavior: Data-Driven Tendencies Shaping the Future

Valentina Chkoniya
University of Aveiro

Abstract

Pandemics result in a disruption in the lifestyle and purchase pattern and adversely impact the global economy. As we close out the second decade of the 21st century, the disruption levels in the retail industry have never been higher. The world is rapidly changing, giving way to new solutions, while consumers increase their power. This paper intends to highlight the data-driven trends shaping the future of consumer behavior. Thanks to Consumer Neuroscience and Advanced Analytics, a new perspective goes beyond rational verbatim to investigate real deep nonconscious convictions that people may not even be fully aware of, which cannot be covered by traditional opinion surveys. By providing evidence from Portugal, this study offers an extensive literature review and unique primary data to analyze the changes in consumer behavior, showing the increasing importance of trust and convenience, and proving that consumers recognize the effort that was made by the retailers during the pandemic. However, features connected to social responsibility and eco-friendly solutions are still not as popular as was expected. The paper aims to assist and inspire effective marketing strategy, as well as to provides valuable insights for both practitioners and researchers in brand management and retail.


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