Abstract
Knowledge of consumer behaviour is an important factor in the success of companies. Knowing how the consumer behaves and what factors influence him enables companies to manage the marketing mix, branding and communication more effectively with customers. Identifying the factors that affect consumers is sometimes very difficult to identify correctly, because very often they are internal factors.The current situation currently prevailing in global markets is mainly influenced by external factors – the COVID-19 pandemic and the effects of political and legislative steps and the economic situation. That is, the factors that both customers and retailers had to adapt to. The author aims to identify changes in consumer behaviour when buying basic products – food, drugstore goods, clothing and footwear and electronics during the pandemic of COVID-19. The aim of this article is based on analysis of primary, secondary data and marketing survey to identify changes in consumer behaviour because of political, legislative, and economic factors caused by the spread of illness COVID-19. The result will be the evaluation of changings in consumer behaviour because of the pandemic of COVID-19.
Highlights
The year 2020 will go down in the history of retail as a year of overcoming problems and opening new possibilities
The current situation currently prevailing in global markets is mainly influenced by external factors - the COVID-19 pandemic and the effects of political and legislative steps and the economic situation
The aim of this article is based on analysis of primary, secondary data and marketing survey to identify changes in consumer behaviour because of political, legislative, and economic factors caused by the spread of illness COVID-19
Summary
The year 2020 will go down in the history of retail as a year of overcoming problems and opening new possibilities. One of the benefits of an otherwise unfavourable situation is the fact that customers have begun to realize how important retail is to their daily lives. Covid-19 has changed the world of retail and the customer. Based on the comparison with the previous period, there was an increase in average spending and a decrease in the frequency of purchases. Consumer confidence has fallen; people are worried about the future. Retailers have invested billions in anticoronary measures and E-commerce is breaking records
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