![]() Gyms and other sports facilities also closed their doors to decrease human contact (Chtourou et al. Restaurants mainly offered home delivery services or take-away options (Poelman et al. To reduce the risk of exposure, many consumers shifted to online shopping instead of entering retail stores (Chang and Meyerhoefer 2020), while many governments introduced dedicated shopping times for elderly people. During the first weeks of the pandemic, grocery retailers encountered overwhelming demand paired with panic buying, resulting in empty shelves (Hall et al. Habits related to eating, shopping, dressing, and working out changed, among other factors, while the increase in importance of the role of home entertainment and digital experiences affected social life (Laguna et al. With the initiation of the COVID-related lockdown, consumers had to redefine and adapt their daily routines and lifestyles as they stayed at home for a long period. The pandemic and health crisis related to the Coronavirus disease of 2019 (COVID-19) has profoundly changed economic life, business, and consumer habits. The results are valuable from both a scientific and practical perspectives. However, the analysis of the value portraits of the latter showed that they were not couch potatoes at all, but rather active and proactive “Stay-at-home Businesspeople” who may benefit from guidance regarding how to manage the increase in housekeeping and childcare, and how to become more physically active in the home environment. The third cluster initially appeared to encompass “Couch Potatoes” based on their COVID-induced lifestyles. ![]() Accordingly, this group was possibly less subject to the negative impacts of obesity, but more in need of psychological support to avoid devastating mental health outcomes. The sedentary lifestyle of the next cluster, “Inactive savers”, appears to have been accompanied by a lower level of food intake. The frequency of buying local food decreased the least among them. “Business-as-usual People” managed to maintain their daily routines. Employing k-medians clustering, three clusters were identified. The widely known Schwartz Portrait Value Questionnaire was used to characterize individual value profiles. This paper reflects on changes in food consumption, buying, and training (working out) habits using a representative sample of 1000 Hungarian consumers and identifies consumer segments with unique needs based on personal sources of motivation. ![]() ![]() The spread of the COVID-19 pandemic has unprecedentedly affected consumer behaviour. ![]()
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