Determinants of Consumer Behaviour in the COVID-19 Pandemic
Mykytenko N. V., Biliavska Y. V.

Mykytenko, Nelya V., and Biliavska, Yuliia V. (2021) “Determinants of Consumer Behaviour in the COVID-19 Pandemic.” The Problems of Economy 3:175–184.
https://doi.org/10.32983/2222-0712-2021-3-175-184

Section: Social economy, policy and demography

UDC 316.4.066:366.1]:616-036.21

Abstract:
The article is aimed at identifying typical determinants of consumer behaviour amidst the COVID-19 pandemic, and identifying current consumer trends and priorities in purchasing goods. An attempt is made to identify the main changes in the behaviour of modern consumers and the extent of changes in their preferences for buying goods. Consumer behaviour is defined as a complex socio-economic and, generally, interdisciplinary phenomenon accumulating a whole range of determinants. The authors have identified key factors determining consumer behaviour in the COVID-19 pandemic. It is confirmed that the current pandemic and the associated economic recession affect consumers’ sensitivity to the economic factor, stratifying them into four groups: vulnerable, conservative, optimistic and forced ascetics. The appearance of digital consumer, a new model of the buyer, is substantiated. A trend to significantly increase the volume of the consumer basket in 2020, and reduce the frequency of purchases with a focus on meeting primary human needs is revealed. New trends in consumer behaviour are identified: the focus on home cooking and eating at home, healthy lifestyle, protecting health, and feeling safe and secure. Particular attention is paid to reviewing product categories preferred by the modern consumer. Deterioration of the consumers’ psychological stability and increase in the level of tension and conflict in the course of service in outlets is proved. A summary of the features of the consumer sentiment evolution is made by the stages of the COVID-19 pandemic global development. The opportunities opened by the pandemic for the modern consumer and the process of consumption, in general are substantiated.

Keywords: consumer behaviour, behaviour determinants, consumer priorities, COVID-19 pandemic, coronacrisis, digital consumer.

Fig.: 10. Tabl.: 1. Bibl.: 21.

Mykytenko Nelya V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management, Kyiv National University of Trade and Economics (19 Kіoto Str., Kyiv, 02156, Ukraine)
Email: nvm17@ukr.net
Biliavska Yuliia V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management, Kyiv National University of Trade and Economics (19 Kіoto Str., Kyiv, 02156, Ukraine)
Email: y.biliavska@knute.edu.ua

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