The effect of the COVID-19 pandemic on consumer behaviors: A study on gen-z in Indonesia

Abstract

Pandemic crises affect economic conditions both in terms of supply and demand. New post-pandemic attitudes and behavior patterns called The New Normal will change consumer behavior in the long run. The companies and manufacturers need to understand the changes in consumer behavior to maintain and increase market share. The study aims to examine the impact of the coronavirus pandemic on changes in Gen-Z behavior. The results explain and predict changes in Gen-Z behavior as reference material for marketing strategy design and a reference source for future research. This research uses a qualitative approach that is focus group discussion. The study was conducted in Indonesia in April 2021 with the younger generation as informants. This study specifically selected Generation Z as the target because this generation has unique characteristics and is currently the largest consumer. The results showed that the Covid-19 pandemic requires Gen-Z to adapt quickly and perform various activities that they usually do in digital ways, such as studying, working, shopping, physical exercise at home online. Covid-19, which has plagued the world in the long run where solutions are still not formulated, has Gen-Z with concerns about the future and health. Gen-Z becomes more concerned about physical health by paying attention to food intake and consuming more vitamins. To balance mental health, Gen-Z used online applications that are entertaining, such as online games, online concerts, and online recreation. Gen-Z's new behaviors and habits tend to consume more social media or apps that they can use to develop themselves.