Authors :
Bipin Bihari Pradhan; Dr Saju B
Volume/Issue :
Volume 7 - 2022, Issue 12 - December
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3PPSZAh
DOI :
https://doi.org/10.5281/zenodo.7478993
Abstract :
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.
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.
