Keyword

Consumer Buying Behaviour, Post and Pre COVID Analysis, South Africa

Abstract

This research focused on examining the motivational factors that determine the behaviour of consumers in pre and post pandemic times in South Africa by conducting a secondary literature study in the selected universe, with the aim of exploring the key factors in the changes of consumption in men and women, due to the situation of isolation caused by COVID 19. The economic factor referring to the consumption of basic necessities in consumer behaviour is a benchmark for marketing sanitary. Because cleaning, sanitizing and medicinal products have become part of the basic (emerging) consumption of men and women in South Africa. Likewise, the psychological factor, from an exercise and health perspective, is another important factor in times of pandemic. The present study conducted in two phases, pre and post COVID-19 in South Africa. During those period consumers used to buy in a hybrid mode of shopping. Twelve variables (items) are used for the scale development of buying behaviour and taken from the literature and further improved through EFA (Exploratory Factor Analysis) in the study. The questionnaire was developed using the five-point Likert scale. The survey tool consisted of 30 items. There are 258 respondents were replied through online questionnaire. Two set of questions were asked, and responses were analysed.


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