Can brazilian consumer foresee their future behavior during the pandemic?
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
Texto Completo: | https://hdl.handle.net/10438/31242 |
Resumo: | Objective - The objective of the study is to examine if the changes in consumer behavior brought about by the COVID-19 pandemic are permanent and if consumers can make predictions about their future consumption patterns. Design/Methodology - The present dissertation applied a longitudinal survey. In Phase 1, before the availability of the vaccine, the frequency of consumption behaviors (in December 2020) was analyzed in a questionnaire and, alongside these questions, participants also indicated their predictions of future behavior after vaccines become available. In phase 2, in May 2021, we inspected if the consumers' predictions were accurate, through the reapplication of the questionnaire. Findings - The results show that consumers can accurately predict future behavior regarding app-based food shopping and online clothing shopping. Despite the absence of statistical significance, participants were wrong about the direction of their future behavior in terms of alcohol consumption and online grocery shopping. Critically, the only behavior that participants were blatantly wrong about was related to physical activities. When it comes to such behavior, their expectations about the future clearly exceeded their actions. Research limitations – The study’s main limitations refer to reliance of self-reported behavior rather than actual behavior, the small sample size at time 2 (n=46) relative to time 1 (n=149), and the fact that the pandemic was still underway during our “post-vaccination” period. Practical implications - The research produced valuable insights on whether consumers are able to predict future behavior, which is central to marketing research. In doing so, it also offers relevant information about how marketing strategies can interfere in consumer behavior. |
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Oliveira, Wiviany Ferreira deEscolas::EBAPEGoldszmidt, Rafael Guilherme BursteinJacob, Jorge SimeiraAndrade, Eduardo Bittencourt2021-11-03T14:49:42Z2021-11-03T14:49:42Z2021-07-23https://hdl.handle.net/10438/31242Objective - The objective of the study is to examine if the changes in consumer behavior brought about by the COVID-19 pandemic are permanent and if consumers can make predictions about their future consumption patterns. Design/Methodology - The present dissertation applied a longitudinal survey. In Phase 1, before the availability of the vaccine, the frequency of consumption behaviors (in December 2020) was analyzed in a questionnaire and, alongside these questions, participants also indicated their predictions of future behavior after vaccines become available. In phase 2, in May 2021, we inspected if the consumers' predictions were accurate, through the reapplication of the questionnaire. Findings - The results show that consumers can accurately predict future behavior regarding app-based food shopping and online clothing shopping. Despite the absence of statistical significance, participants were wrong about the direction of their future behavior in terms of alcohol consumption and online grocery shopping. Critically, the only behavior that participants were blatantly wrong about was related to physical activities. When it comes to such behavior, their expectations about the future clearly exceeded their actions. Research limitations – The study’s main limitations refer to reliance of self-reported behavior rather than actual behavior, the small sample size at time 2 (n=46) relative to time 1 (n=149), and the fact that the pandemic was still underway during our “post-vaccination” period. Practical implications - The research produced valuable insights on whether consumers are able to predict future behavior, which is central to marketing research. In doing so, it also offers relevant information about how marketing strategies can interfere in consumer behavior.Objetivo - O objetivo deste estudo é examinar se as mudanças no comportamento do consumidor provocadas pela pandemia da COVID-19 são permanentes e se os consumidores podem fazer previsões sobre seus padrões de consumo futuro. Design/Metodologia - A presente dissertação aplicou uma pesquisa longitudinal. Na Fase 1, antes da disponibilidade da vacina, a frequência dos comportamentos de consumo (em dezembro de 2020) foi analisada em um questionário e junto com estas perguntas, os participantes também indicaram suas previsões de comportamento futuro após a disponibilidade das vacinas. Na fase 2, em maio de 2021, inspecionamos se as previsões dos consumidores eram precisas, através da reaplicação do questionário. Conclusões - Os resultados mostram que os consumidores podem prever com precisão o comportamento futuro em relação às compras de alimentos com base em aplicativos e compras de roupas on-line. Apesar da ausência de significância estatística, os participantes estavam errados sobre a direção de seu comportamento futuro em termos de consumo de álcool e compras de supermercado on-line. O único comportamento em relação ao qual os participantes estavam evidentemente errados foi relacionado a atividades físicas. Quando se trata de tal comportamento, suas expectativas sobre o futuro excederam claramente suas ações. Limitações da pesquisa - As principais limitações do estudo se referem à dependência do comportamento auto relatado em vez do comportamento real, ao pequeno tamanho da amostra no tempo 2 (n=46) em relação ao tempo 1 (n=149), e ao fato de que a pandemia ainda estava em curso durante nosso período "pós-vacinação". Implicações práticas - A pesquisa produziu insights valiosos sobre se os consumidores são capazes de prever o comportamento futuro, o que é central para a pesquisa de marketing. Ao fazer isso, também oferece informações relevantes sobre como as estratégias de marketing podem interferir no comportamento do consumidor.engConsumer behaviorPredictionCOVID-19 pandemicExpectationOnline shoppingPermanent habitsForecastComportamento do consumidorPrediçãoPandemia da COVID-19ExpectativaCompras on-lineHábitos permanentesPrevisãoComportamento do consumidor - BrasilConsumidores - AtitudesCOVID-19 (Doença) - Aspectos sociaisComércio eletrônicoCan brazilian consumer foresee their future behavior during the pandemic?info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis2021-07-23reponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVinfo:eu-repo/semantics/openAccessORIGINALMaster's Thesis_Wiviany-20_09.pdfMaster's 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|
dc.title.por.fl_str_mv |
Can brazilian consumer foresee their future behavior during the pandemic? |
title |
Can brazilian consumer foresee their future behavior during the pandemic? |
spellingShingle |
Can brazilian consumer foresee their future behavior during the pandemic? Oliveira, Wiviany Ferreira de Consumer behavior Prediction COVID-19 pandemic Expectation Online shopping Permanent habits Forecast Comportamento do consumidor Predição Pandemia da COVID-19 Expectativa Compras on-line Hábitos permanentes Previsão Comportamento do consumidor - Brasil Consumidores - Atitudes COVID-19 (Doença) - Aspectos sociais Comércio eletrônico |
title_short |
Can brazilian consumer foresee their future behavior during the pandemic? |
title_full |
Can brazilian consumer foresee their future behavior during the pandemic? |
title_fullStr |
Can brazilian consumer foresee their future behavior during the pandemic? |
title_full_unstemmed |
Can brazilian consumer foresee their future behavior during the pandemic? |
title_sort |
Can brazilian consumer foresee their future behavior during the pandemic? |
author |
Oliveira, Wiviany Ferreira de |
author_facet |
Oliveira, Wiviany Ferreira de |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EBAPE |
dc.contributor.member.none.fl_str_mv |
Goldszmidt, Rafael Guilherme Burstein Jacob, Jorge Simeira |
dc.contributor.author.fl_str_mv |
Oliveira, Wiviany Ferreira de |
dc.contributor.advisor1.fl_str_mv |
Andrade, Eduardo Bittencourt |
contributor_str_mv |
Andrade, Eduardo Bittencourt |
dc.subject.por.fl_str_mv |
Consumer behavior Prediction COVID-19 pandemic Expectation Online shopping Permanent habits Forecast Comportamento do consumidor Predição Pandemia da COVID-19 Expectativa Compras on-line Hábitos permanentes Previsão |
topic |
Consumer behavior Prediction COVID-19 pandemic Expectation Online shopping Permanent habits Forecast Comportamento do consumidor Predição Pandemia da COVID-19 Expectativa Compras on-line Hábitos permanentes Previsão Comportamento do consumidor - Brasil Consumidores - Atitudes COVID-19 (Doença) - Aspectos sociais Comércio eletrônico |
dc.subject.bibliodata.por.fl_str_mv |
Comportamento do consumidor - Brasil Consumidores - Atitudes COVID-19 (Doença) - Aspectos sociais Comércio eletrônico |
description |
Objective - The objective of the study is to examine if the changes in consumer behavior brought about by the COVID-19 pandemic are permanent and if consumers can make predictions about their future consumption patterns. Design/Methodology - The present dissertation applied a longitudinal survey. In Phase 1, before the availability of the vaccine, the frequency of consumption behaviors (in December 2020) was analyzed in a questionnaire and, alongside these questions, participants also indicated their predictions of future behavior after vaccines become available. In phase 2, in May 2021, we inspected if the consumers' predictions were accurate, through the reapplication of the questionnaire. Findings - The results show that consumers can accurately predict future behavior regarding app-based food shopping and online clothing shopping. Despite the absence of statistical significance, participants were wrong about the direction of their future behavior in terms of alcohol consumption and online grocery shopping. Critically, the only behavior that participants were blatantly wrong about was related to physical activities. When it comes to such behavior, their expectations about the future clearly exceeded their actions. Research limitations – The study’s main limitations refer to reliance of self-reported behavior rather than actual behavior, the small sample size at time 2 (n=46) relative to time 1 (n=149), and the fact that the pandemic was still underway during our “post-vaccination” period. Practical implications - The research produced valuable insights on whether consumers are able to predict future behavior, which is central to marketing research. In doing so, it also offers relevant information about how marketing strategies can interfere in consumer behavior. |
publishDate |
2021 |
dc.date.accessioned.fl_str_mv |
2021-11-03T14:49:42Z |
dc.date.available.fl_str_mv |
2021-11-03T14:49:42Z |
dc.date.issued.fl_str_mv |
2021-07-23 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://hdl.handle.net/10438/31242 |
url |
https://hdl.handle.net/10438/31242 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.source.none.fl_str_mv |
reponame:Repositório Institucional do FGV (FGV Repositório Digital) instname:Fundação Getulio Vargas (FGV) instacron:FGV |
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Fundação Getulio Vargas (FGV) |
instacron_str |
FGV |
institution |
FGV |
reponame_str |
Repositório Institucional do FGV (FGV Repositório Digital) |
collection |
Repositório Institucional do FGV (FGV Repositório Digital) |
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MD5 MD5 MD5 MD5 MD5 MD5 |
repository.name.fl_str_mv |
Repositório Institucional do FGV (FGV Repositório Digital) - Fundação Getulio Vargas (FGV) |
repository.mail.fl_str_mv |
|
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