Influência da Pandemia no comportamento de compra do consumidor

• Autor(a) principal: Andrade, Fátima de Oliveira Santos
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.22/19918
• topic: Consumo; Comportamento do consumidor; Pandemia; Crise; Consumption; Customer behaviour; Pandemic; Crisis; Gestão

The COVID-19 epidemic is already one of the biggest in history and arrived in Portugal in March 2020. With the calamity that set in Portugal and in the world, we are witnessing a sanitary and economic crisis, social isolation, continuous restrictions, and, in turn, to behavioral changes in the consumer. Restrictions such as closing establishments, banning circulation (with some exceptions), mandatory quarantine, closing borders, among others, necessarily lead to new online and offline consumption habits. From the above arises the need to understand how the behavior of consumers was influenced by this situation, before and during the pandemic, contributing to the enrichment of data and information, which is so far scarce for marketers, e-commerce and business managers. Thus, it is intended to measure the change in consumer behavior during the COVID-19 in Portugal, both in physical and online stores. This study is exploratory, based on an online survey, which was based on a non-probabilistic sample – convenience sampling. Through this survey, it was possible to obtain 181 valid responses for the investigation. Through the results of the survey, it is possible to compare consumption habits in online stores and in physical stores, before and during the pandemic. From this, it is possible to conclude that in crisis situations, feelings of stress, uncertainty and anxiety are triggered in consumers, which lead them to change their purchasing behavior. Although in this crisis, in particular, there were no sharp losses in household income, consumption and prices changed in terms of categories and means. Also under the influence of government measures and prevention of contagion, such as confinement, there was an increase in purchases at online stores and a decrease in visits to physical stores, although these still play a fundamental role in consumer choice and acquisition.