Fast-evolving consumer behaviour: physical stores versus the COVID-19 outbreak

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de Sousa Cardoso, Stephannye Karolyne
Issue Date
Master of Business Administration
Dublin Business School
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The history of society has many records of pandemic outbreaks in which fear of what is to come evolves. In 2020, the ongoing pandemic has caused a huge impact on society, businesses and governments. This demonstrated the need to undertake research on the main objective of this dissertation, to identify the effects of COVID-19 on changes in consumer behaviour affecting physical stores. To answer this, a combination of a questionnaire and previous research was used. The questionnaire focused on millenials and genz, since these groups are already used to purchasing products online. The research showed that the majority of consumers mention their purchasing habits have changed due to COVID-19, with many consumers moving more towards online shopping. Many consumers are avoiding to shop at physical stores due to fear of contamination and are transitioning to online alternatives. However, the unique selling point for physical stores remains, which is the experience, being able to see, touch and try products you buy.