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Consequences of the Covid-19 epidemic on hygiene purchase behavior

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  • Elena Rusalca VELICU

    (Bucharest University of Economic Studies, Romania)

  • Ovidiu Andrei Cristian BUZOIANU

    (Bucharest University of Economic Studies, Romania)

  • Carol Cristina GOMBOS

    (Bucharest University of Economic Studies, Romania)

  • Ana Maria BOLAHAN

    (Bucharest University of Economic Studies, Romania)

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.

Suggested Citation

  • Elena Rusalca VELICU & Ovidiu Andrei Cristian BUZOIANU & Carol Cristina GOMBOS & Ana Maria BOLAHAN, 2022. "Consequences of the Covid-19 epidemic on hygiene purchase behavior," Theoretical and Applied Economics, Asociatia Generala a Economistilor din Romania / Editura Economica, vol. 0(1(630), S), pages 83-92, Spring.
    • Handle: RePEc:agr:journl:v:1(630):y:2022:i:1(630):p:83-92
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    References listed on IDEAS

    as
    1. Hampson, Daniel P. & McGoldrick, Peter J., 2013. "A typology of adaptive shopping patterns in recession," Journal of Business Research, Elsevier, vol. 66(7), pages 831-838.
    2. Colleen P Kirk & Joann Peck & Scott D Swain & Darren DahlEditor & Jennifer ArgoAssociate Editor, 2018. "Property Lines in the Mind: Consumers’ Psychological Ownership and Their Territorial Responses," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 45(1), pages 148-168.
    3. Naeem Akhtar & Muhammad Nadeem Akhtar & Muhammad Usman & Moazzam Ali & Umar Iqbal Siddiqi, 2020. "COVID-19 restrictions and consumers’ psychological reactance toward offline shopping freedom restoration," The Service Industries Journal, Taylor & Francis Journals, vol. 40(13-14), pages 891-913, October.
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    1. Dinu Mihai & Mănescu Cătalin Octavian & Spiridon Carmen Elena & Mogoş Liliana & Ganea Otilia, 2024. "The Competitiveness of Financial Support Measures in the Context of the Pandemic," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 18(1), pages 770-778.

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