ABSTRACT
The new sceneries for the brands change; they must contact the consumer by physical and digital channels. Around 10 years ago, the multichannel context began, and at this moment, the omnichannel is the challenge for retails. The purpose of omnichannel is that the channels are interchangeable and offer the same shopping experience. This condition makes it impossible to control the use of tracks by the firms. (Verhoef, Kannan, and Inman, 2015). Moreover, with the COVID-19 pandemic, brands need to make the most significant number of purchase possibilities available because consumers’ willingness to purchase through digital channels has accelerated while buying in stores and supermarkets.
This chapter will explore the new consumer habits after the pandemic, specifically into the retail brands’ channels and economics budgets. If the brand is small o big, it is essential to know the better option to give their clients and work to improve the experience and satisfy the necessity. This research focuses on the retail sector and the perception of brands and aims to know what changes have been in purchasing behavior. This 206research focuses on the retail sector and the perception of brands and aims to know what changes have been in Buying behavior result by COVID-19 pandemic. The study was developed in the city of Bogotá-Colombia; 361 people responded to the survey. The main retail brands of Bogotá-Colombia were considered, which had different channels Online and Offline available for the consumer.
