Options for Analyzing Consumer Behavior in Brick-And-Mortar Stores During The Pandemic Sars-Cov-2
Options for Analyzing Consumer Behavior in Brick-And-Mortar Stores During The Pandemic Sars-Cov-2

Summary/Abstract: A predisposition for effective retail communication with the target consumer group is the knowledge of their purchasing decision-making processes. Purchasing decision-making and the factors that influence it are very dynamic, thus it is necessary to indicate the purchasing decision-making process within the retail industry and to update communication activities according to current trends. The current pandemic situation brings new incentives influencing the behaviour before, during and after purchase. It is necessary that a proactive retail approach to monitoring consumer purchasing behaviour is taken and marketing communication is enhanced by safety components of purchase decision. The aim of this article is to show the correlation between the incidence of positive testing for Covid in the Slovak republic and the decline in visits to the brick and mortar (retail stores) with a predominance of grocery goods. The demonstration of the interdependence provides a marketing basis for targeted retail communication oriented towards demonstrating the safety of the very act of purchasing during the SARS-CoV-2 pandemic situation.

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