Factors influencing consumers purchase intention during Covid-19 pandemic in the case of Dessie Town, Ethiopia

Abstract

Abstract The health emergency undertaken by the Ethiopian government to counter the impact of the Covid-19 virus has been reflected in consumer behavior. The study aims to identify changes in consumer buying behavior and its effect on their purchase intention with the help of measurement of variables related to social influence, cultural value, lifestyle, psychological factors of motivation, perception, and attitude of consumers in Dessie town during the pandemic. Data were gathered from retail shops and the surrounding area with a total of valid 368 consumers responses using a convenient sampling method which was analyzed by performing descriptive statistics, comparing mean analysis correlation analysis and multiple linear regressions. The Multiple Linear Regression Model was used to check the theoretical hypotheses. According to the findings, all variables had a positive and significant influence on purchase intention. Theoretically, this study supported the view of consumer behavior toward a product that influences their behavioral intention during a pandemic crisis. The findings proposed useful information to marketers to help them develop effective marketing strategies to convince consumers during a pandemic or similar crisis. The study recommends that all factors are critical in influencing consumers' purchase intention in the COVID-19 virus context. This study adds new ways of looking that how consumers' purchase intention is influenced by the target variables of the study under the condition of pandemic disease and it guides marketers on how they should respond to customers during a crisis.

Keywords

• COVID-19
• Consumers purchase intention
• Social influence
• Cultural value
• Perceived safety in-store
• Stay-at-home lifestyle