#stayathome: Coronalife. Our changing life during the COVID-19 pandemic in Hungary. Results from interviews with a large sample

Abstract

THE AIM OF THE PAPER

The COVID-19 epidemic becomes a global pandemic during the spring of 2020. We saw a rapid increase in diseases and mortality. In the lack of vaccine, social distancing, hygienic practices and wearing the mask was identified as the most effective way to slow the spread of the coronavirus according to the WHO recommendations. The different national economies have responded with requiring a reduction of mobility and curfew restrictions. In Hungary, 98 days long emergency and restrictions on movement were ordered. Everyday life has changed for several weeks. This new situation had a significant impact not only on shopping habits but also on the pace of everyday life, well-being and mood. This study aims to provide insight into the effects of the emergency period on the everyday life of Hungarian consumers.

METHODOLOGY

We conducted a large number of in-depth interviews with a total of 285 Hungarian participants, on several topics. The fieldwork started in late April and ended at mid-May 2020. The analysis was performed using the content analysis method working with ATLAS.ti. The focus of our research is to investigate the average weekday during the movement restrictions and what changes they are experiencing in the new situation.

MOST IMPORTANT RESULTS

The results show that experiences are determined by the individual’s life situation and work-related status. The highlighted changes are in connection predominantly with work-related issues, followed by housework and leisure time. As a result, we identified five segments: the students, the workers going to the workplace, those working from home, the non-working but active respondents, and the inactive elderly.

RECOMMENDATIONS

This study provides insight and helps to understand the changing dynamics of everyday life and consumer behaviour as a result of the coronavirus crisis. Because various markets are affected in the crisis, we can expect significant interest in these results from practitioners.

Acknowledgements: This research was carried out within the framework of the “Consumption Change Research” research project of the Institute of Marketing and Tourism of the University of Pécs Faculty of Business and Economics, led by Prof. Dr Mária Törőcsik.