Effects of Movement Restrictions on Consumer Consumption

Abstract

This study addresses the impact of movement restrictions, particularly during pandemics, on global consumer behavior, with a focus on grocery shopping. Despite the widespread effects, research on these changes remains limited, prompting the need to investigate hidden purchase patterns contributing to economic growth. Employing secondary data analysis, the study explores the effects of movement restrictions on customer consumption patterns, using K-means cluster analysis to identify distinct consumer segments. The findings highlight significant impacts on purchasing power, item prices, and consumption behavior, with a notable increase in item prices during the post-restriction period followed by a subsequent decline influenced by economic factors such as financial uncertainty and shifting priorities. This research contributes by shedding light on the dynamic nature of consumer behavior during and after movement restrictions, offering valuable insights for policymakers and businesses navigating the post-restriction economic landscape and informing strategies for economic recovery and growth.

Keywords

• Movement Restriction
• Consumer Consumption
• K-means Clustering
• Purchase Pattern