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SHIFTS IN CONSUMER BEHAVIOURAL TRENDS DURING AND POST THE COVID-19 PANDEMIC: AN ANALYSIS USING THE THEORY OF REASONED ACTION
Authors: Faith TINONETSANA, Steve Kayambazinthu MSOSA
Number of views: 8
The COVID-19 epidemic has affected how consumers work, travel, communicate, and shop, among other things.
This study examined significant shifts in consumer behaviour that were induced by the COVID-19 pandemic and
assess whether these shifts persist in the post-Covid era or if consumers reverted to their previous behaviour. The
study focused on consumer behaviour in the fast-moving consumer goods sector. The study used a qualitative
approach. This study utilised purposive sampling to select 15 participants during the peak of the COVID-19
pandemic and an additional 12 participants after the pandemic. During the peak of COVID-19, online interviews
were conducted, while face-to-face interviews took place in the post-pandemic phase. This methodological
approach enabled a thorough investigation of consumer behavioural shifts during and after the pandemic. The
findings reveal that in response to the COVID-19 pandemic, there was a substantial surge in online shopping,
driven by health concerns and convenience, but post-COVID, participants reverted to their pre-pandemic shopping
habits, emphasising a return to physical stores. Further, in the post-Covid era, consumer behaviour shifted
towards greater loyalty and stability, with many individuals reducing the frequency of changing stores or brands
compared to the pandemic's peak. The study also reveals a significant shift in consumer behaviour towards valuebased buying during and after the COVID-19 pandemic, reflecting a change in consumer attitudes influenced by
economic factors and pandemic experiences. The findings reflect changes in consumer attitudes and intentions,
demonstrating the applicability of TRA to these shifts. Additionally, the findings highlight the alignment between
consumers' attitudes and behaviour, indicating that TRA principles were evident in their shopping decisions.
Retailers should adopt a robust omnichannel strategy that integrates both physical and online shopping
experiences. Recognising that consumers value the convenience of online shopping but also seek the in-store
experience, businesses should provide seamless options for customers to switch between channels. Retailers
should adopt an omnichannel approach, seamlessly blending online and in-store shopping experiences. Marketers
should focus on affordability, promotions, and trust-building to align with consumers' value-based buying
preferences. Future research could investigate deeper into the long-term sustainability of the observed shifts in
consumer behaviour towards physical stores, loyalty, stability, and value-based buying. Assess whether these
changes persist or evolve over an extended period beyond the immediate post-pandemic era.