CHANGES OF CONSUMER BEHAVIOR IN QUANG NGAI PROVINCE IN THE PERIOD OF COVID-19 PANDEMIC

Abstract

The crisis in general, the COVID-19 pandemic in particular has changed the consumers’ behavior. There are a lot of factors affecting this change which has negative sides but also positive side.  With a sample size of 248, the study measured the influence of 05 factors on the change in consumer behavior during the pandemic in Quang Ngai province. The coefficients of 05 factors respectively impact on changes of consumer behavior that are Decreasing income with beta 0,333, Social distancing 0,280, Health concern 0,259, Adaptation to online shopping 0,205 and finally, Shortage of goods 0,191. As respect to this studty, 05 recommendations for the people and authorities of Quang Ngai province to limit the negative side and promote the positive side of the change in consumer behavior have been proposed. These recommendations are universal, so they are not only meaningful during the COVID-19 crisis but also for other possible crisis such as war, natural disaster, crop failure...