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Investigating Jewellery Buying Behaviour During the Pandemic

Author

Listed:
  • Mariana Juganaru

    (“Ovidius” University of Constanta, Romania)

  • Daniela Popescu

    (University of Craiova, Romania)

  • Felicia Balta Rusu

    (“Ovidius” University of Constanta, Romania)

Abstract

The investigation of consumer buying behavior represents an attraction for both academic marketing specialists and practitioners. Deciphering, interpreting, and influencing the complex process of how individuals think and act when they are searching, selecting, and purchasing a product/service or brand are concerns as tempting as they are difficult to achieve, sometimes, from a theoretical and practical point of view. The two-year period of the COVID-19 pandemic has attracted changes in people's social and professional lives, including within the manifestation of purchasing behavior for different groups of products or services. The objective of this article is to identify the changes in the buying behavior of customers for the group of jewellery products, during the pandemic, through analyzing the evolution of the sales volume, by product range, recorded at the level of a store in Constanța, which belongs to a wellknown company on the Romanian marketplace.

Suggested Citation

  • Mariana Juganaru & Daniela Popescu & Felicia Balta Rusu, 2023. "Investigating Jewellery Buying Behaviour During the Pandemic," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 668-677, August.
    • Handle: RePEc:ovi:oviste:v:xxiii:y:2023:i:1:p:668-677
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    More about this item

    Keywords

    buying behavior changes; jewellery products; marketing research; COVID-19 pandemic period;
    All these keywords.

    JEL classification:

    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • L21 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Business Objectives of the Firm
    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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