Adaptação aos novos tempos: novos hábitos de consumo online e consequente resposta das marcas

• Autor(a) principal: Santos, Joana Sofia Boucinha
• 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/10400.22/18495
• topic: Comportamento do consumidor; Compra Online; Estratégias digitais; Covid-19; Consumer behavior; Online shopping; Digital strategies; Gestão

The Covid-19 pandemic is already seen as the most transformative and challenging event in our memory. This atypical situation triggered new habits, forms of consumption and trends. As a result of the existing transformations, companies had to adapt to a new consumer, a new context and a new way of operating. This study aims to analyze the trends and new online consumption habits resulting from the pandemic and explore the main digital strategies carried out by companies to alleviate / explore the effects of the current pandemic situation. For this purpose, a mixed methodology is proposed. The qualitative methodology, based on 7 semi-structured interviews with company managers, aims to understand the main impacts of the pandemic and digital strategies used to mitigate / exploit them. At a quantitative level, a questionnaire was applied focusing on new online shopping habits and trends arising from the pandemic, with 618 responses being obtained. The study shows that during the pandemic, consumers changed their consumption habits in terms of number, proportion, amount spent on online purchases and payment methods. There were also changes in the purchase of certain categories of products during the pandemic and it appears that some trends arising from the pandemic are strongly influenced by sociodemographic characteristics. At the corporate level, the digital strategies used to bridge / exploit the effects of the pandemic and which have proved most successful were the focus on the customer and the focus on service. This study proves to be pertinent, above all due to its relevance in understanding how the context of a pandemic can influence the way people live, behave and buy and, on the other hand, to evaluate how companies react to an unprecedented situation, where the fear and uncertainty. The digital becomes even more important and we are witnessing the beginning of the digital age more accentuated than ever.