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Avaliação do Comportamento do Consumidor e a Pandemia Covid-19
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| 2.05 MB | Adobe PDF |
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Abstract(s)
Ao longo da história, é possível verificar que o comportamento do consumidor se foi adaptando sempre às novas realidades de diversas formas. Com o surgimento em 2020 de uma pandemia, assistiu-se mundialmente a restrições, confinamentos e ao surgimento de desafios políticos e de gestão. O surgimento do Covid-19, mudou completamente a forma como as pessoas viviam o dia a dia, tanto ao nível do trabalho, como ao nível do consumo. O objetivo deste estudo é o de perceber como é que, mais uma vez na História da Humanidade, os indivíduos/consumidores adaptaram o seu comportamento de compra, face à nova realidade e a todas as restrições relacionadas com ela. De forma a perceber como foi essa adaptação e os desafios associados a esta foram revistos diversos documentos e foi aplicado um questionário online a consumidores. Os resultados obtidos permitiram verificar que nem todos os comportamentos adotados inicialmente foram cabalmente interiorizados e que estes variam consoante um conjunto de características dos consumidores. Sendo um trabalho de análise do comportamento do consumidor, existem ainda muitas outras dimensões que podiam ser exploradas em futuros trabalhos de investigação e enriquecerão o conhecimento sobre o comportamento do consumidor.
ABSTRACT: Throughout history, it is possible to verify that consumer behavior has constantly been adapting to new realities in many ways. However, back in 2020, with the emergence of the Covid-19 pandemic, there were worldwide restrictions, lockdowns, and the emergence of political and management challenges. This scenario completely changed the way people live daily, both in terms of work, as in terms of consumption. This study aims to understand how individuals/ consumers have adapted their buying behavior in the face of the new reality and all the related restrictions. Several documents were reviewed to understand how this adaptation process was and its challenges, and an online questionnaire was applied to consumers. The results showed that not all initially adopted behaviors were fully internalized and varied according to consumer characteristics. As a work that analyses consumer behavior, there are still many other dimensions that could be explored in future research.
ABSTRACT: Throughout history, it is possible to verify that consumer behavior has constantly been adapting to new realities in many ways. However, back in 2020, with the emergence of the Covid-19 pandemic, there were worldwide restrictions, lockdowns, and the emergence of political and management challenges. This scenario completely changed the way people live daily, both in terms of work, as in terms of consumption. This study aims to understand how individuals/ consumers have adapted their buying behavior in the face of the new reality and all the related restrictions. Several documents were reviewed to understand how this adaptation process was and its challenges, and an online questionnaire was applied to consumers. The results showed that not all initially adopted behaviors were fully internalized and varied according to consumer characteristics. As a work that analyses consumer behavior, there are still many other dimensions that could be explored in future research.
Description
Dissertação de Mestrado, Ciências Económicas e Empresariais, 21 de abril de 2023, Universidade dos Açores.
Keywords
Consumer Behaviour Motivations Covid-19 Processo de Decisão de Compra
Citation
Melo, Sara Amaral. (2022). "Avaliação do Comportamento do Consumidor e a Pandemia Covid-19". 73 p. (Dissertação de Mestrado em Ciências Económicas e Empresariais). Ponta Delgada: Universidade dos Açores, 2022. Disponível em http://hdl.handle.net/10400.3/6756