Change in Consumers' Behavior during the COVID 19 pandemic as an Opportunity to foster Digital Entrepreneurship in the Republic of North Macedonia
Change in Consumers' Behavior during the COVID 19 pandemic as an Opportunity to foster Digital Entrepreneurship in the Republic of North Macedonia

Summary/Abstract: The COVID - 19 pandemic has a huge impact in different aspects of people’s life and behaviour. It causes both health and economic problems worldwide by reducing companies’ economic activity, increasing unemployment and reducing consumption. Also demand is depended on consumer’s behaviour, which undoubtedly underwent changes caused with COVID -19 pandemic. Consumers are responding to the crisis in different ways; some of them feel anxious, others are worried and buying in panic, mainly the necessary products and some of them remain indifferent or suspicious despite the government and health professionals’ recommendations. To this date, due to the short period from the beginning of COVID - 19 pandemic, a limited number of studies are available that focus on the consumer behaviour caused by the new virus. This paper attempts to notify changes of the consumer behaviour because of COVID -19 pandemic in Republic of North Macedonia. Being that the aim is more to get an overview, rather than explore in-depth this phenomenon, the survey method is used. Primary data is collected with administration of specially designed questioner. The relationship between multiple answers is quantitatively analysed with cross tabulation of the obtained data. The findings could contribute in predicting future consumer behavior, which is significant for many businesses affected by the pandemic. While at the first blush COVID - 19 pandemics imposed negative impact from the changed consumer behavior, in the concluding remarks of this paper there are clear indications for some possibilities and new business opportunities in fostering digital entrepreneurship for the present and future.

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