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Effects of the New Coronavirus Pandemic in Romania: Changes in Buying and Consumer Behavior

Author

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  • Mariana Jugănaru

    (“Ovidius†University of Constanta)

Abstract

Marketing theory and practice demonstrate that the success of a business is conditioned by the correct identification and even anticipation of consumer needs and motivations, as basic elements of buying and consumer behavior. Understanding consumer behavior is an ongoing concern, but it is never simple or easy to achieve. Practice shows that companies can face, at certain times, changes in consumer buying behavior, without them having any intervention. These changes can represent opportunities or real threats to their work. This paper contains a theoretical component, which emphasizes the importance of knowing consumer behavior in order to ensure the success of any activity, and a practical component. The case study presented is a recent example of changing consumer behavior, generated by the new Coronavirus pandemic, and the effect materialized in increasing sales, without any marketing effort from the analyzed company.

Suggested Citation

  • Mariana Jugănaru, 2020. "Effects of the New Coronavirus Pandemic in Romania: Changes in Buying and Consumer Behavior," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 682-687, August.
  • Handle: RePEc:ovi:oviste:v:xx:y:2020:i:1:p:682-687
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    More about this item

    Keywords

    Coronavirus pandemic; behavior change; economic and social effects;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • A14 - General Economics and Teaching - - General Economics - - - Sociology of Economics

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