The Effect of Covid-19 on Consumer Behavior in Poland - Preliminary Research Results

Abstract

Purpose: The purpose of this paper is to present the results of preliminary research on the impact of restrictions during the Covid-19 pandemic in Poland on consumer behavior. In the research we tried to demonstrate that the pandemic restrictions and austerity have changed individual consumers' behavior in their daily shopping and to what extent. Design/Methodology/Approach: In this research we used survey research method, i.e., CAWI (Computer Assisted Web Interview) technique. The surveyed population consisted of 214 respondents. The research was conducted in the second half of 2020. The sample selection was random. Findings: The results indicate that certain consumer behaviors changed during the lockdown period, indicating the impact of the Covid-19 pandemic on consumer behavior. Practical Implications: The research results obtained can become guidelines for changes in individual customer service. Indeed, it should be kept in mind that the change in consumer behavior under the influence of Covid-19 has three implications for management. First, business must also learn to improvise and become more flexible during a pandemic crisis. The second managerial implication is the matching of demand and supply. The third managerial effect is the occurring likelihood that consumers will not return to their old buying habits unless the technology they learn to use does not bring about significant changes in their lives. Originality/Value: Presented results, complement previously conducted research on the impact of the Covid-19 pandemic on the behavior of Polish consumers. The research was designed to address, to some extent, the research gaps identified by others, in examining the effects of Covid-19 on consumer consumption and behavior.