دانلود مقاله با موضوع کووید 19 باعث ترس و طمع می شود در رفتار مصرف کننده و الگوی خرید
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موضوع به انگلیسی:Covid-19 is driving fear and greed
in consumer behaviour
and purchase pattern
بخشی از متن:Abstract
Purpose – This research aims to study the recent changes in consumer behaviour and purchase pattern
during the Covid-19 pandemic. Covid-19 pandemic has forced consumers to stockpile, which has its own
consequences. The article proposes the importance of “minimalism in consumption” to avoid greed in consumer
behaviour.
Design/methodology/approach – The data are collected from consumers across India using an online
survey during the first lockdown from March 2020 to May 2020. A simple random sampling technique is used
for data collection, and the collected data are analysed using SPSS version 26.
Findings – The study states that there will be a shift in the purchase pattern of the consumers if lockdowns are
imposed in the future or during any other crisis. However, at present, consumers have developed a stockpiling
mentality fearing the unavailability of essentials.
Research limitations/implications – Pandemic has stimulated a drastic change in consumer behaviour,
which is a situational effect. Each crisis affects consumer behaviour in a different way. In this research, we have
considered only fear, greed and anxiety in the light of Covid-19. On the other hand, the research intends to draw
realistic conclusions based on consumers’ experiences during the lockdown.
Practical implications – The study proposes solutions that will help marketers frame exclusive strategies
for a future crisis. Analysing the change in consumer behaviour and the shift in purchase patterns will
emphasize the importance of market research to know consumer expectations during a crisis situation in order
to cater to their new demands.
Social implications – Consumers who stockpile should realize the unavailability of goods to other consumers
who are in need. They also have to understand the importance of “minimalismin consumption” during a crisis.
Originality/value – The data are collected during the most taxing crisis, the Covid-19 pandemic. Data are
collected at the peak time of the first wave of Covid-19 in India, during a major shift in consumers’ behaviour
and purchase pattern. The article brings to the larger consciousness and also preaches a life lesson to all
consumers to execute their responsibilities in consumption without over-demands and expectations.
Keywords Consumer psychology, Consumer behaviour, Purchase pattern, Fear and greed, Anxiety,
COVID-19, Stockpiling
Paper type Research paper
