Introduction
The pandemic has completely changed consumer behavior during the crisis. During self-isolation, most people were forced to make purchases online. The business also had to switch to the Internet as soon as possible; otherwise, the companies risked being left without profit. The convenience of making contactless purchases was the decisive factor in the choice. Thus, all these aspects have greatly influenced the modern business agenda.
Behavior
The audience experienced market uncertainty. Buyers have become more sensitive to the cost of products. Changes in the market and the emergence of new formats of cooperation between companies have had a significant impact on consumer behavior in economic crises. Convenience and accessibility are the primary drivers of purchase. During the pandemic, the audience became more demanding of brands (Zwanka & Buff, 2020). Since online shopping was almost the only way to get the right goods, the convenience of using the sites was essential to customers (Zwanka & Buff, 2020). The easier it was for a person to place an order on the website, and get advice, the more often the buyer made purchases from this company.
In addition, it is worth noting that the desire to make online and offline purchases has increased. Therefore, brands should find a balance between online and offline activities to maintain the target audience’s loyalty (Zwanka & Buff, 2020). Companies need to think through a strategy for interacting with consumers so that it is equally convenient for customers to purchase from a smartphone and in a physical store (Zwanka & Buff, 2020). Self–care and well-being are the main trends of consumers during the pandemic. The change in consumer behavior also occurred because, during self-isolation, people revised their habits. Therefore, buyers expect that companies will take more care of customers’ well-being, making this factor one of the top priorities in the company’s mission.
Conclusion
The revealed changes in consumer behavior will have a long-term effect. Entrepreneurs will have to take into account the new needs of customers; otherwise, customers will turn to competitors whose services meet their expectations. Without the influence of the coronavirus, changes in audience behavior would take years. Therefore, the existing patterns of behavior are decisive in the success of the business in the new realities.
Reference
Zwanka, R. J., & Buff, C. (2020). COVID-19 Generation: A Conceptual Framework of the Consumer Behavioral Shifts to Be Caused by the COVID-19 Pandemic. Journal of International Consumer Marketing, 33(1), 58–67. Web.