Consumer Response to COVID- 19: A Thematic Analysis of Behavioural Shifts in Unstable Environments

Authors : Bipin Bihari Pradhan; Dr Saju B

Volume/Issue : Volume 7 - 2022, Issue 12 - December

Google Scholar :

Scribd :


COVID -19 has unleashed unprecedented crisis to both consumers and marketers. The uncertainty brought about by the crisis has important implications for marketers and consumer researchers as behavioural shifts, which otherwise would have taken decades to set in have been accelerated. The main goal of this research article is to examine consumer response to unstable environments such as the one brought by COVID-19 pandemic. Our findings give rise to major themes that put the spotlight on behavioural changes as the response to the ‘new normal’ gave rise to ephemeral and temporal consumer choices and decisions. Consumer adaptations also point to the possibility of permanent behavioural shifts such as the growing acceptance of gig economy and a ubiquitous adoption of virtual life. This study has implications for brands and marketers as it will help them to navigate the new landscape in the consumer acquisition and retention journey with long term consequences.

Keywords : Consumer Response, Unstable Environments, Covid-19, Behavioural Shifts.


Paper Submission Last Date
31 - March - 2023

Paper Review Notification
In 1-2 Days

Paper Publishing
In 2-3 Days

Video Explanation for Published paper

Never miss an update from Papermashup

Get notified about the latest tutorials and downloads.

Subscribe by Email

Get alerts directly into your inbox after each post and stay updated.

Subscribe by RSS

Add our RSS to your feedreader to get regular updates from us.