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The Changing Consumer Landscape in the Wake of COVID-19 in Greece: Trends, Insights and Implications

In: Strategic Innovative Marketing and Tourism

Author

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  • Prokopis K. Theodoridis

    (Hellenic Open University, School of Social Sciences)

Abstract

This study investigates the impact of the COVID-19 pandemic on consumer behaviour in Greece, particularly focusing on changes in purchasing habits, affordability, and lifestyle. Through the analysis of 1603 digital questionnaires, the study identifies three distinct consumer clusters: Cautious High Flyers, Top Performers, and Cautious Low Performers, based on their pandemic era behaviour and preferences. The research reveals that the pandemic significantly altered shopping habits, with approximately 80% of respondents reporting changes. These changes included increased purchasing quantities and a heightened focus on sales promotions. Notably, online shopping surged during the pandemic, with implications for businesses to adapt and meet this growing demand. Understanding these shifts and consumer clusters provides valuable insights for businesses to tailor their strategies effectively.

Suggested Citation

  • Prokopis K. Theodoridis, 2024. "The Changing Consumer Landscape in the Wake of COVID-19 in Greece: Trends, Insights and Implications," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Teresa Borges-Tiago & Flavio Tiago (ed.), Strategic Innovative Marketing and Tourism, pages 323-331, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-51038-0_36
    DOI: 10.1007/978-3-031-51038-0_36
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