engleski

Did Coronavirus Pandemic Change Consumer Purchase Behaviour: Preliminary Research

Many market researches have been showing that the global economic crisis in the year 2008/2009 has determined many changes in the new consumer behaviour such as: they became more economical, more responsible and more demanding. Considering that novel pandemic crisis (caused by coronavirus) is not only health, but also economic crisis, so it is necessary to examine whether and what changes have occurred in the consumer behaviour with respect to online purchase. According to novel studies, occurred in this pandemic crisis about consumer behaviour, it is evident that (as well as in previous crisis) consumers change their purchasing behaviour. However, in this novel crisis there is an important difference compared to previous: many stores were closed as a result of government-enforced containment measures so consumers were incapable to physically purchase goods in the traditional store experience. Consequently, many consumers used online purchase. Online purchase in 2020 increased significantly in Croatia, even 67% respondents are purchasing more online than in previous year. While that increase in 2019 was 10% compared to previous 2018 year, but also there was a significant number of internet users (55%) that have hesitated to purchase online. Therefore, it is necessary to strengthen research related to this topic in order to gain a clearer insight into this issue in this pandemic times. The research objectives of this paper are to analyze the impact of the coronavirus pandemic on consumer purchasing behaviour in Croatia, to investigate their perception of this problem and whether their purchasing behaviour has changed as a result. Therefore, this paper will investigate changes in the purchasing behaviour with regard on online purchase of the student population. Research was conducted at the Polytechnic in Sibenik and comprised students of all majors and years of study. Results indicated that corona virus crisis have affected respondent purchasing behaviour and that there are differences among consumer groups with regard to internal factors.

consumer behaviour, purchasing behaviour, online purchase, crisis

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