ABSTRACT

Novel coronavirus disease 2019 (COVID-19) has changed people’s lifestyles, activities, and priorities overnight. New needs have emerged, resulting in changing demands for products and services. From a business perspective, the coronavirus pandemic (COVID-19) has forced companies to adapt and innovate, finding new ways in which their messages and products can reach customers. Research concerning consumer behavior during difficult or uncertain times has been addressed before in the literature. Literature has established that when consumers experience life events that create stress and require new roles and dynamics, they modify their consumption lifestyles and brand preferences in an attempt to adapt to new circumstances. A recent survey conducted with individuals around the world demonstrated that consumers and their future purchase decisions are influenced by how brands responded to the pandemic.