Q2 DU SOL PRINCIPLE OF MARKETING

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 Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the actions of the consumers in the marketplace and the underlying motives for those actions.

Marketers expect that by understanding what causes the consumers to buy particular goods and services, they will be able to determine—which products are needed in the marketplace, which are obsolete, and how best to present the goods to the consumers.

The study of consumer behaviour assumes that the consumers are actors in the marketplace. The per­spective of role theory assumes that consumers play various roles in the marketplace. Starting from the information provider, from the user to the payer and to the disposer, consumers play these roles in the decision process.

The roles also vary in different consumption situations; for example, a mother plays the role of an influencer in a child’s purchase process, whereas she plays the role of a disposer for the products consumed by the family.

COVID-19 Consistently Impacts Shopping Behavior of 9 in 10 Consumers

Impact on shopping behavior ramped up alongside the pandemic itself in early March. When Numerator began fielding our survey the week of March 10, only 1 in 3 consumers claimed their shopping behavior had been impacted by the emerging COVID-19 pandemic. The following week, an additional 1 in 4 claimed impact, followed by another 1 in 3 the week after that. By the first week of April, more than 9 in 10 consumers shared their weekly shopping behaviors and experiences were being impacted by COVID-19. 

Specific Impacts on Consumer Behavior Have Shifted Throughout the Pandemic

At the onset of the pandemic, product shortages were the most prevalent issue shoppers were facing, with 79% experiencing shortages of some kind the week of March 24. While impact has significantly declined— aided by supply chain improvements, adjusting to new levels of demand, and less panic buying— consumers are still facing these outages, with 42% experiencing in recent months. Stock-up behaviors have generally remained in the 30% range since March, with many consumers choosing to keep extra goods on-hand after the shortages experienced at the beginning of the pandemic.

The COVID-19 Online Shift is Significant and Sustained

According to Numerator Insights data, roughly 87% of shoppers placed online orders for delivery between March 2020 and December 2020, and 51% placed online orders for in-store or curbside pickup. These services attracted the most first time shoppers in the spring, but have continued to attract first-time and first-time-recently shoppers throughout the pandemic. 

Overall COVID-19 Concern Peaked in Spring but Remains High

The overall level of consumer concern related to Coronavirus reached its highest levels in late March / early April, when 40% of consumers rated themselves as “Very Concerned (10/10)” regarding the virus. There was a notable increase in concern in July, as cases rose across the country. We’ve also seen a steady rise in concern in recent months, with roughly a third of shoppers very concerned about COVID-19, and half rating their concern 8 out of 10 or higher. Despite recent progress on vaccine distribution, consumers are still experiencing high levels of anxiety around the pandemic, which will continue to shape their behaviors for months to come.

Specific Concerns have Shifted from Economy to Infection to Social Implications

The most common concerns cited by consumers through the pandemic have been fear of infection— for self or family / friends— impact on the national & global economy, and inability to see friends and family. While the economy held the top spot for most weeks / months of our survey, it dropped to #3 in December, displaced by inability to see friends & family and fear of infection.

Many Behaviors Likely to Stick Post-COVID

Currently, over half of consumers say they are baking, cooking and consuming food & drinks at home more frequently than they did pre-COVID. Looking ahead to when the pandemic is over, about a quarter think these behaviors will continue. 79% of consumers are going to bars and restaurants less frequently or not at all during the pandemic, while 43% are ordering take-out or delivery more frequently. After COVID, intentions for these behaviors are split: 32% plan to make up for lost time, visiting bars & restaurants more frequently than they did pre-covid, while 23% expect to continue going less. 18% think they will continue ordering take-out and delivery at a greater frequency, and 19% think they’ll use the service less post-COVID. 

Looking Ahead

As vaccine distribution ramps up and the country approaches new milestones and a return to normalcy, Numerator will continue to bring you the latest insights into consumer behavior and sentiment surrounding the pandemic and the economy. This will be the final update to this version our COVID-19 Sentiment Survey as we look ahead to new trends, market dynamics, and consumer behavioral impacts.

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