Analysis of the consumer’s behavior in the period of the crisis and dissemination of Covid-19 in Brazil

• Autor(a) principal: Carneiro, Livia Mendes
• Data de Publicação: 2021
• Outros Autores: Carvalho, Eveline Barbosa Silva
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Consumer Behavior Review
• Texto Completo: https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/249999
• topic: behavioral economic analysis; consumer psychology; Covid-19.; análise comportamental; psicologia do consumidor; Covid-19.

This research is quantitative and transversal, and the objective is to analyze the behavior of consumers regarding the increase in prices practiced by pharmacies and/or specialized sales points, as well as that of companies in the period and after the crisis and dissemination of the covid 19 in Brazil. It was also analyzed how the feeling of justice, "fairness", on the part of the consumers, can represent a restriction in the search for profit by the companies, in the short and long term. This study was carried out through a survey of primary data collection on consumer’s psychology and its decision-making, and the data collected for analysis were tabulated and analyzed using descriptive statistics. The association of variables was verified using the chi-square test, adopting a significance level of 10%. The research was inspired by the study of Kahneman, Knetsch and Thaler (1986a) on consumers' perception of fairness and how “fairness”, this feeling of justice, can prove to be a barrier to the pursuit of profit. The results revealed that the context in which people are inserted, in this case, a sanitary catastrophe, influence their perception and their willingness to “punish” companies that, in this period of crisis and dissemination of covid- 19, had an attitude. considered “unfair” in its pricing policy.