Changing of consumer behavior in connection with the COVID-19 pandemic in Hungary

Abstract

THE AIM OF THE PAPER

The outbreak and drastic spread of the COVID-19 pandemic has caused an economic shock that lead to a measurable change in consumer behavior. The objective of this study is to research the effect of the pandemic on consumer behavior, investigate the change in the decision factors occurring at food and grocery purchases.

METHODOLOGY

In March-April 2020 we have conducted an online questionnaire research primarily with the use of social media and mailing lists. The acquired sample is made up of 928 filled out surveys and it is not representative.

In the first segment of the questionnaire we have investigated the factors influencing choice of food. The second part focused on the change caused by the epidemic, whereas the third segment we placed the background variables. Beside descriptive statistics we applied relationship research primarily based on gender, age, profession, size of the family and income and we investigated typical behavior patterns. Following this research we have formed suggestions concerning possible marketing and commercial tools.

MOST IMPORTANT RESULTS

In the research the change in the attitude toward food purchasing in the following weeks of the announcement of the emergency was investigated. The shift in the place of the purchases is clearly measurable. Instead of bigger shopping malls, people tend to go to smaller shops and markets in greater proportion. The frequency of shopping has decreased, whereas the demand to substitute cash and use alternative paying methods has increased.

Paying with debit and credit cards is the most widespread, however prepaying, mobile paying and using virtual cards also appears. The role acquiring food from internet sources has increased, which equips the merchants with new tools, for instance for providing information regarding healthy lifestyle.

RECOMMENDATIONS

As previous experiences are relevant factors concerning the decision between groceries, building brand is exceedingly important. Furthermore, marketing communication has to target reducing risk for consumers and building greater trust between the parties.

The increased appreciation of smaller, local producers can be a long term effect, therefore the producers have to use the opportunity to build foundation for long term goals with the use of targeted communication, high quality products and services.

Food security and available information is an important tool to reduce consumer risk. With authentic provision of information and warranties the authorities play a great role in the process.