Consequences of the Covid-19 epidemic on hygiene purchase behavior

Abstract

The present research aimed to determine the consequences of the Covid-19 epidemic on the behavior of purchasing sanitary products among the Romanian population. A crisis hit the world in the form of the Covid-19 pandemic in early 2020. As a result, people began to buy products impulsively out of fear. As a result, entire store chains were ransacked by shoppers who emptied all the product shelves they thought were essential. Stores, manufacturers, retailers and companies have had to adapt to the changing behavior of shoppers. Previous research has shown that price and quality are two of the most influential factors in consumer decision-making, in particular the increase in price sensitivity and perceived quality. The above factors become the main concerns of consumers in the decision to buy a product. The aim of this study was to investigate beyond impulsive buying behaviors, investigating whether consumer buying behavior changed during the Covid-19 pandemic, given price sensitivity and perceived quality within a single category, namely hygiene products. By conducting empirical research and subsequent analysis, most of the hypotheses were confirmed. The research findings lay the foundation for future crisis research. Studying this unique crisis situation that has not been studied in detail so far, I can see new psychological phenomena that simultaneously affect consumers around the world in a similar way. The research findings show the direct effect of the pandemic on changing the behavior of Romanian consumers, from the perspective of perceived quality and price sensitivity caused by fear.

Keywords

• behaviors
• consumers
• covid-19
• epidemic
• hygiene products