Effect of COVID-19 Pandemic on Consumption Patterns among Egyptian Consumers and Its Relation to Maslow’s Hierarchy of Needs

Abstract

This research work studies changes in the behavior of Egyptian consumers initiated during the Coronavirus pandemic crisis. It aims to examine the extent of change in consumption patterns among various categories, in an attempt to arrive at a pattern or map that reflects buying motivations as well as to identify whether new needs have emerged that can be added to Maslow’s hierarchy of needs. This research work adopted a preparatory desk study to formulate the research propositions and guide the preparation of a survey questionnaire list to cover all aspects of the research. The researcher then carried out a preliminary test of the survey list and modified it in light of the results. The researcher thus placed the modified survey questionnaire on the Internet, receiving 400 random responses from different categories and sectors. The researcher did a quantitative count of responses then performed statistical analysis and correlation tests to detect any compatibilities or relations, if present, between responses and categories. The study aimed to identify the most changed behaviors in Egypt within and outside Greater Cairo. The researcher found that behavior of all the sample members changed following the pandemic, and that they have become more anxious about the future.