INTRODUCTION
The acute pneumonia outbreak caused by the coronavirus pandemic (SARS-CoV-2), which originated in Wuhan City, China, in December 2019, has drastically altered lives worldwide COVID-19 has affected every aspect of economic life, prompting individuals to change their perspectives, take immediate action, adapt their behaviors, avoid gatherings, and improve their epidemic prevention methods This pandemic has led to not only a health crisis but also an unprecedented economic and social crisis.
Vietnam has faced four COVID-19 outbreaks, significantly impacting its labor and employment market despite being recognized for its effective response to the pandemic Unemployment and underemployment have created financial hardships, particularly for self-employed workers, leading to increased poverty rates and reduced household incomes The pandemic has not only affected health and the economy but also altered consumer behavior, with Vietnamese households facing financial pressures that have curtailed discretionary spending A notable shift in consumer behavior is the growing demand for affordable options to manage family budgets This research aims to compare and assess changes in purchasing patterns before and after the pandemic while exploring new trends in consumer buying behavior during COVID-19.
This research seeks to enhance understanding of significant issues that may arise during a pandemic, enabling better preparation for future crisis management To develop effective strategies for business operations that adapt to changing consumer behaviors, the study addresses key questions that guide its inquiry.
1 How have Vietnamese changed in purchasing behaviour during the COVID-
19 pandemic during the years 2020 to 2021?
2 Do those changes of Vietnamese consumer behaviour during the pandemic still continue in post-COVID-19 period?
This study offers significant contributions to understanding consumer buying behavior during the COVID-19 pandemic, providing a theoretical framework to predict future shopping pattern shifts in similar crises It highlights that changes in consumer behavior may persist beyond the pandemic peak, enabling marketers and businesses to adapt their strategies for enhanced success As the first research focusing on the pandemic's impact on consumer behavior in the Vietnam market, it addresses previously unexplored areas and adds value to the field The analysis covers consumer shopping patterns from March to October 2021, based on a sample of 120 customers aged 18 to 65 The paper is structured to include a literature review that lays the theoretical groundwork for consumer buying behavior.
The article explores three significant influences of COVID-19 that have led to notable changes in consumer behavior It outlines the methodology, detailing the selected consumer sample and the process for analyzing the collected data The findings reveal specific results and unexpected insights, serving as a foundation for potential business strategies Finally, the conclusion discusses key highlights of the study and offers suggestions for implications relevant to various aspects of the business sector.
LITERATURE REVIEW
Consumer buying behaviour
Consumer behaviour is described by Walters (1974) as "the process by which consumers choose if, what, when, where, how, and from whom to make purchases of products and services."
Consumer behavior, as defined by Mowen (1993), is the analysis of buying units and the processes involved in acquiring, consuming, and disposing of commodities, services, experiences, and ideas This definition highlights the importance of both individuals and groups in the purchasing process, emphasizing the diverse nature of consumer decision-making.
Consumer behavior, as defined by Schiffman & Kanuk (1997), encompasses the actions consumers take in searching for, purchasing, using, and disposing of products, services, and ideas It involves the study of how individuals allocate their resources—time, money, and effort—toward consumption-related activities This field examines various aspects of consumer interactions, including what they buy, why they make those choices, when and where they shop, how often they purchase, and how they utilize and assess the goods acquired Ultimately, consumer behavior reflects the patterns exhibited by individuals in their quest to satisfy their needs through the consumption process.
Buying behaviour includes when and where customers shop, what they buy, and how much they spend are all based on buying behaviour The actions taken when
Consumer buying behavior encompasses the decisions and actions individuals take when purchasing goods and services, both online and offline To find the right products, consumers often research and sift through social media comments Organizations must align their marketing strategies with consumer needs to achieve optimal results A well-structured marketing mix is essential for delivering value to customers Understanding the dynamics of buying and selling between consumers and retailers, along with effective advertising campaigns, can lead to successful outcomes when businesses anticipate consumer responses and capitalize on them.
Types of consumer behaviour/buying
Habitual buying behavior refers to the frequent purchase of commodities with minimal thought or involvement, often characterized by repetitive buying of familiar brands and essentials, as noted by MBA Skool (2021) Sheth (2020) further explores this concept in the context of COVID-19, identifying four key elements that affect habitual buying during lockdowns and social distancing, including significant life events, community dynamics, workplace changes, and shifts in relationships.
The advent of six breakthrough technologies has significantly transformed consumer habits, particularly in online ordering This shift in purchasing behavior is influenced by external factors such as public regulations and natural disasters As noted by Sheth (2020), habitual buying is characterized by the notion that "all consumption is location and time bound," indicating that consumers establish routines regarding what, when, and where to purchase.
Variety-seeking consumer behavior is characterized by low involvement from consumers, leading them to frequently switch between brands This behavior arises from factors such as curiosity, boredom, or a desire to try new products, as the cost of switching brands is minimal Consequently, consumers often find themselves exploring different options without a strong commitment to any single brand.
This is actually discussed by Kahn (1995) as the three basic motivations for consumers' desire to seek variety when making purchases According to Kahn
Consumer behavior often stems from an internal desire for diversity in purchasing goods or services, driven by a saturation of specific products or a craving for new stimulation Additionally, external factors play a significant role; sellers can influence this behavior through adjustments in marketing strategies, such as pricing or distribution, while unpredictable market changes also contribute Furthermore, uncertainty regarding future product launches prompts consumers to frequently switch between products.
A diverse product portfolio increases the likelihood that consumers will find their preferred options in the future.
Van (1996) found that the desire for variety is influenced by a need for change to combat brand or product satiation Additionally, Michaelidou's research supports this notion, highlighting the importance of addressing consumer preferences for variety.
In 2005, the importance of variety-seeking behavior emerged as a significant factor influencing consumer purchasing decisions and loyalty to shopping channels The thrill of discovering diverse and unique products can evoke feelings of excitement and fulfillment (Kahn & Isen, 1993).
A study by Chang (2002) revealed that consumers with a tendency to seek variety are more likely to experience hedonic shopping value, prioritizing enjoyment over practicality Similarly, research by Lee et al (2009) identified a positive correlation between variety-seeking and both utilitarian and hedonic values in online auctions This indicates that variety seekers perceive online auctions as highly utilitarian, as increased product diversity enhances time efficiency and purchasing effectiveness Additionally, these consumers associate online auctions with significant hedonic value, emphasizing the importance of diversity in enhancing shopping satisfaction and excitement Overall, the desire for variety significantly influences both utilitarian and hedonic shopping values.
Brands strive to encourage habitual purchasing and retain customer loyalty by preventing shifts to competing products To achieve this, marketers implement strategies like promotions, free samples, coupons, and discounts, which are designed to reduce customer switching behavior and enhance consistent buying habits.
Dissonance-reducing purchasing occurs when customers engage in decision-making but struggle to differentiate between various products and brands that meet their needs This phenomenon, characterized by conflicting views, behaviors, or personalities, often arises after a purchase, leading to buyer's remorse, particularly in complex transactions where brand distinctions are minimal Unlike complicated purchase situations with clear market differences, dissonance-reducing buying highlights the challenges consumers face in navigating their choices.
Dissonance-reducing purchasing behavior occurs when consumers invest heavily in costly, infrequent, or risky purchases but perceive minimal differences between brands To alleviate this dissonance, marketers should provide post-sale communications that reinforce the buyer's decision and enhance their satisfaction Often, consumers lack the knowledge to make informed choices, leading them to ignore negative information about their purchases This can result in post-purchase dissonance, where buyers struggle to differentiate between similar brands Therefore, it is crucial for marketers to establish clear distinctions through effective positioning, brand image, trust, or pricing strategies Prolonged dissonance can harm brand loyalty and customer feedback, highlighting the need for consumers to be well-informed about services, components, pricing options, and replacements to maintain their satisfaction after the purchase.
Customer care and support play a crucial role in the purchasing decision, as consumers feel more confident knowing they can depend on the company for assistance with replacements or inquiries.
Complex buying behavior involves customers deeply engaging in the purchasing process, particularly for high-value items, requiring significant time for research and evaluation (Manning et al., 2020) This process consists of five key stages: problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior (Hana Teshome, 2009) Salespeople play a crucial role in assisting customers through this intricate decision-making journey, necessitating a comprehensive understanding of customer experiences and preferences For instance, first-time homebuyers often face challenges due to legal complexities and typically seek advice from friends and family, reflecting the social influences on their decisions Similarly, when purchasing furniture, customers are confronted with numerous options, making it difficult for salespeople to guide them effectively after only a couple of consultations To address this, salespeople should leverage all available resources to offer tailored solutions, known as product configuration (Manning et al., 2020), and engage customers with targeted questions to uncover their specific needs.
Understanding customer insights is crucial for finding suitable products Many customers opt to purchase from a single provider to save both time and money For instance, a motorbike enthusiast may search for garages that offer a combination of accessories, allowing them to save on costs and reduce travel time between locations This approach, known as systems selling, reflects a buying behavior where customers prefer a single provider that meets all their needs efficiently.
Factors affecting consumer buying behaviour
The psychological factors that influence a person's purchasing decision are divided into four categories: motivation, perception, learning, and beliefs and attitudes (Callwood, 2013) The most crucial ones are motivation and perception
When customers trust a product or service, they are more likely to make quick purchasing decisions and return for repeat purchases A customer's understanding of a product significantly influences their choice, as knowledgeable individuals tend to select items they are well-acquainted with.
When exposed to various streams of information simultaneously, users actively select and analyze data to make informed decisions Furthermore, strong brand trust leads customers to make repeat purchases and recommend the product to others.
It can be seen that psychological and cognitive factors have a direct influence on the purchasing decision of the user For example, when consumers find out information
When researching a product, consumers encounter numerous positive and negative reviews that influence their decision-making process Ultimately, it is up to the consumers to sift through the information and determine whether the product meets their needs and expectations.
The global outbreak of COVID-19 necessitated international cooperation, significantly influencing consumer behavior In response, governments implemented various strategies to mitigate the spread of the virus.
In response to the pandemic, the government implemented strict social distancing measures, leading to the temporary closure of restaurants and shops nationwide to curb the disease's spread This shift significantly altered consumer behavior, as residents were required to limit their outings and stockpile food for weekly needs Consequently, there has been a notable increase in online shopping, while traditional retail purchases have declined The government's ongoing communication and management efforts have fostered a strong sense of personal health awareness among the Vietnamese population, encouraging community initiatives to prevent the virus's transmission.
The COVID-19 virus emerged in Wuhan, China in 2019, leading to a rapid global spread that significantly impacted various societal aspects Its effects have been particularly severe on health and the economy, especially for individuals lacking adequate medical support and financial stability (Verma and Prakash, 2020).
In response to the COVID-19 outbreak, the Vietnamese government implemented strict social distancing measures to prevent further spread of the virus These measures included prohibiting individuals from visiting markets, instead designating local teams to handle essential shopping To minimize the risk of transmission, people were required to maintain a distance of 2 meters from one another Consequently, all community and work-related activities transitioned to online platforms, adapting to the new normal.
Prior to the pandemic, Vietnam's e-commerce sector experienced significant growth, with over 70% of internet users engaging with retail websites (Ngọc, 2019) The pandemic accelerated this trend, as 25% of Vietnamese consumers shifted to online shopping for essentials, according to a 2020 Nielsen survey However, this surge in online purchases led to delivery delays, with customers often waiting two weeks to a month for their orders Additionally, frequent changes in government prevention measures complicated e-commerce platforms' ability to maintain timely deliveries.
Consumer behavior is significantly shaped by personal characteristics, which play a crucial role in forming their behavioral intentions Personality traits not only influence customer impressions of online shopping platforms but also affect their purchase intentions.
Age, employment, financial condition, lifestyle, and personality are all significant determinants of purchase behaviour
Age is a critical factor influencing consumer behavior, as purchasing habits evolve over time The family life cycle, encompassing stages such as childhood, newlywed life, and parenthood, enables marketers to tailor products to specific life phases As outlined in the article on "Factors Affecting Consumer Buying Behavior," age and life cycle significantly impact purchasing decisions, with individuals seeking different products at various life stages Consequently, preferences and interests shift as consumers navigate through these stages.
A person's occupation significantly influences their buying behavior, affecting their lifestyle, product choices, and purchasing decisions For instance, the purchasing patterns of a doctor differ markedly from those of a lawyer, teacher, clerk, merchant, or landlord To effectively cater to the diverse motivations behind purchases across various professional groups, marketing managers must implement tailored marketing strategies.
Consumers' shopping behaviors are significantly shaped by their financial situations, with higher-income individuals tending to purchase more expensive items, while those with lower incomes opt for budget-friendly options Income levels play a crucial role in determining purchasing power, leading to varied shopping patterns based on financial status.
Consumer lifestyle significantly influences shopping decisions, as individual interests, attitudes, and activities shape their behavior and engagement with their surroundings Consequently, business managers need to create diverse marketing strategies that cater to the varying lifestyles of their clients.
Customer purchasing decisions are significantly shaped by their personalities, which can differ from person to person and fluctuate based on context By examining behavior in various situations, one can gain insights into a customer's personality traits, such as dominance, self-confidence, and aggressiveness These characteristics play a crucial role in predicting consumer behavior towards specific products or services.
The impacts of COVID- 19
In December 2019, COVID-19 emerged in Wuhan, China, quickly escalating into a global health crisis By March 2020, the World Health Organization (WHO) declared it a pandemic due to its rapid transmission across nations To curb the spread of the virus, many public institutions and entertainment venues were forced to close, while international travel and cultural events further exacerbated the situation The pandemic has created significant challenges for both local and international communities, prompting countries worldwide to implement social distancing measures and enforce national lockdowns as preventive strategies.
15 measures As a matter of fact, excessive health, economic, educational and social difficulties to the entire worldwide population instantly come to reality
COVID-19, a highly contagious respiratory disease, spreads easily through droplets and close contact, causing severe lung damage and affecting other organs Originating in Wuhan, it poses a significant public health risk globally, leading to increased hospitalizations and mortality, particularly among middle-aged and older individuals According to UNESCO, as of April 3, 2020, there were at least 52,869 deaths and over 1 million confirmed cases of COVID-19, with numbers rising to 3,15,005 deaths and 46,79,511 cases by May 18, 2020.
Social distancing, which involves maintaining physical distance from others to curb virus transmission, has profoundly impacted human life by enforcing remote work and limiting social interactions Sociologist Eric Kleinberg from New York University highlights that we are now experiencing a significant level of social suffering due to isolation, a topic that remains largely unaddressed Historically, social relations and interactions have been fundamental to human civilization, emphasizing the importance of community and connection in our lives.
The global spread of the COVID-19 pandemic and the enforcement of social distancing measures have significantly disrupted interpersonal relationships This lack of deep, meaningful connections can lead to increased stress and anxiety, impacting both physical and mental well-being.
The COVID-19 pandemic has significantly impacted mental health, leading to increased feelings of loneliness, anxiety, and sadness among individuals and communities According to the Centers for Disease Control and Prevention (CDC), the stress associated with the outbreak can evoke strong emotions in both adults and children It is essential to develop coping strategies to manage this stress, as doing so can strengthen not only individuals but also their loved ones and the broader community.
The COVID-19 pandemic has significantly disrupted global educational systems, affecting 73.5% of students worldwide as 177 countries implemented nationwide school closures, while 13 others opted for local closures, according to UNICEF This situation has posed additional challenges for disabled children and their families, leading to interrupted learning, poor nutrition, childcare difficulties, and financial strain Despite efforts by teachers and governments to transition to e-learning, the disruption may have lasting effects on education quality The shift to online classes and learning materials marks a pivotal moment in the global embrace of online education and the work-from-home culture.
The COVID-19 pandemic has caused significant and lasting social damage, resulting in the tragic loss of lives Its effects on the global economy have been profound, with lockdowns implemented across nearly all countries leading to the suspension of domestic and international flights, as well as various forms of transportation This widespread closure of social establishments has severely impacted industries, leading to unprecedented challenges.
17 economic sufferings According to OECD Interim Economic Assessment in March,
In 2020, major economies faced significant risks from high inflation and rising unemployment, largely due to insufficient productivity and the soaring costs associated with the treatment and rehabilitation of COVID-19 victims and their families.
The COVID-19 pandemic has profoundly impacted various sectors and the global economy, resulting in significant changes in consumer behavior By recognizing these shifts, businesses can strategically adapt and thrive in the post-pandemic "new normal."
The changes in consumer buying behaviour during COVID- 19
2.5.1 Buying goods and using digital services
The COVID-19 pandemic has significantly transformed consumer behavior, leading to a swift shift from traditional purchasing methods to the widespread adoption of digital services This change is highlighted in the research by Pham, Van Kien; Do Thi, Thu Ha; Ha Le, Thu Hoai, and others.
In 2020, research highlighted the impact of COVID-19 on consumer awareness and online shopping in Vietnam, revealing a strong correlation between government policies and shopping behaviors The Vietnamese government implemented strict social isolation measures and business lockdowns to curb the rapid spread of the virus, which in turn encouraged consumers to turn to online shopping platforms This shift not only promoted the adoption of e-commerce but also accelerated the development of digital services within the economy.
As to research in observation of consumer buying behaviour carried out by Nielsen
(2020), there are different frequencies between consumers visiting physical stores
As consumers increasingly shift to online shopping, their focus has changed towards essential daily products Despite the challenges posed by COVID-19, Vietnamese consumers have continued to embrace food delivery services, maintaining their purchasing habits even in the post-pandemic landscape.
The study "The effect of COVID-19 on consumer shopping behaviour: Generational cohort perspective" by Eger et al (2021) highlights that the fear stemming from the COVID-19 pandemic has led to increased impulse buying and a rush to purchase essential items Research by Islam et al (2020) further illustrates the panic buying phenomenon, where consumers engage in bulk buying due to fears of supply shortages Consequently, Toubes et al (2021) note that consumer behaviors and demands have drastically shifted in response to the pandemic, with a significant decline in the frequency of tourism services as people seek to minimize risks associated with service consumption Additionally, the Grab service business has experienced economic downturns as safety concerns during the pandemic prompted a shift towards delivery services (Tran, Van Dat, 2020).
2.5.2 New demand and product substitution behaviour
At the onset of the pandemic in Wuhan, a surge in demand for medical supplies ensued as individuals sought to protect themselves and their families, instilling widespread fear While medical supplies are typically not considered essential for everyone, they have become integral to daily life, particularly among Asian communities In the initial days of the outbreak in Vietnam, local media amplified the perceived dangers of the virus, further heightening public anxiety.
The outbreak of the virus led to a surge in demand for masks, sanitizers, hand soaps, and high-concentration alcohol as people sought to protect themselves This trend persisted until the Vietnamese government opted to adopt a strategy of coexisting with the virus Similar behaviors were observed in other nations, particularly those requiring significant oxygen supplies for intensive care patients.
The rising demand for medical supplies has led buyers to prioritize medical affairs, resulting in a minor decline in sales for other products This trend is expected to be temporary, with a return to normal purchasing patterns anticipated within two to three years.
During the pandemic, shopping habits expanded beyond food to include essential hygiene products like toilet paper, disinfectants, and hand sanitizers, leading to a significant increase in the demand for cleaning and disinfecting items to safeguard family health Households began to frequently stock up on these products, resulting in a notable rise in order quantities for daily use (Schmidt S, 2021).
Lukvík (2020) highlights that numerous studies indicate a significant rise in impulse purchases globally due to the COVID-19 pandemic Consumer buying decisions and preferences are shaped by evaluating the pros and cons of products, while emotional and sensitive factors also play a crucial role in these choices.
METHODOLOGY
Research questions
This study employs a methodology that addresses two key research questions to analyze data collection and examine changes in customer purchasing behavior The objective is to gather reputable primary data regarding quantity and volume, enabling the classification of consumer purchasing challenges, experiences, and expectations The primary research focuses on whether Vietnamese consumers have altered their purchasing behavior during the COVID-19 pandemic and whether their habits have shifted in the post-pandemic period These questions serve as the foundation for exploring the issues at hand in this study.
The COVID-19 pandemic has significantly influenced the buying behavior of Vietnamese consumers, leading to irrational purchasing decisions driven by immediate perceptions of danger and personal necessities To explore these behavioral changes during the pandemic's peak, we conducted a study to gather statistics from local residents Utilizing a quantitative approach, we aimed to understand the ontological shifts in consumer behavior and impulsive buying It's important to note that the effects of the pandemic were felt well before the official city lockdown in January 2020, with the impact continuing until the lockdown's rescindment on October 1, 2021, and beyond.
The research survey is structured into three phases: pre-pandemic, during the pandemic, and post-COVID, focusing on the buying behavior of Vietnamese consumers Utilizing Google Forms, the survey collects and analyzes data on how consumer behavior and awareness have evolved, along with the prioritization of goods at different stages The survey is conducted over a limited timeframe of 11 days, after which responses will no longer be accepted.
A survey conducted in Ho Chi Minh City, Vietnam, gathered responses from 160 participants of diverse backgrounds, including high school and university students, state officials, office workers, freelancers, housewives, and kindergarten teachers This varied demographic provided valuable insights, reflecting a wide range of environments and lifestyles.
Figure 1: Sample of consumer buying behaviour participants
The survey utilized Google Forms to collect data through closed questions, including single and multiple-choice formats as well as rating scales Over a two-week period, group members collaborated to select relevant questions, ensuring a comprehensive approach To achieve the most objective results, participants were encouraged to share the survey across various age groups.
Data collection
On June 8th, a study was conducted utilizing an online questionnaire consisting of 15 questions divided into 4 logically arranged sections, focusing on consumer buying behavior during the COVID pandemic To ensure the accuracy and validity of the data collected, researchers frequently revised the questions throughout the study They closely monitored responses, particularly open-ended questions, to assess their completeness and clarity The main points of the questionnaire were designed to capture essential insights into consumer behavior during this unprecedented time.
• Section 1: Personal information is the first section of the questionnaire, which contains three basic questions about gender, career, and expenses monthly information
• Section 2: Consumer buying behaviour before January 2020 epidemic part has three questions that mention buying methods, applications for spending, and buying experiences
• Section 3: Consumer buying behaviour during COVID-19, May 31st to September 30th, 2021, includes five questions, the priority of purchasing goods, services, and predicaments on purchasing information
• Section 4: Post-pandemic consumer buying behaviour focuses on the changes in purchasing behaviour and implications for business, four questions finally
In the second section of the preamble, three questions were presented, including both single and multiple-choice formats The first round of the survey focused on buying methods, where respondents had to indicate their preference for either online or offline shopping behavior.
The survey gathered insights from 23 channels, focusing on detailed inquiries regarding shopping experiences and applications Key questions included the preferred methods for purchasing goods, the most commonly used e-commerce platforms, and the three essential factors influencing online buying decisions.
This section examines the shifts in consumer behavior towards supplements during the pandemic, highlighting the need for careful selection of purchases in categories such as clothing, food, health, cosmetics, and household items It emphasizes the importance of understanding the priorities in decision-making during this time to analyze the impact of COVID-19 Additionally, it compares the effects experienced during and after the pandemic, exploring how people's behaviors have transformed as a result Lastly, individual opinions are crucial for identifying business implications and operational changes.
Data analysis
The research utilized Google Forms for data collection and MS Excel for analysis, employing thematic analysis to categorize information into cohesive groups Descriptive statistics were essential for accurately interpreting quantitative data, revealing significant shifts in consumer buying behavior The findings are anticipated to provide valuable insights into consumer priorities and their implications for businesses.
Procedures
Our team, comprised of six Business English majors, has dedicated 15 weeks to a research project from March 28 to July 8 Initially, we held a meeting with our instructor to gather essential project information and guidance on starting our work After reviewing over 30 articles, we selected 14 for in-depth analysis Throughout the project, we maintained bi-weekly meetings with our instructor to monitor our progress and ensure we stayed on schedule.
1 • Obtaining information about the task and project needs with the instructor
2 • Gathering and reading articles to obtain the relevant data for a general understanding of the subject
• Collecting and studying secondary sources to analyze the research topic and related questions
4 • Defining the aims and the research question
5 • Writing the first draft of the introduction and literature review
6 • Attending workshops on designing questionnaires
• Discussing and uniting the subjects, instrumentation, data analysis method, procedures of the research
• Designing the research questionnaire based on methodology
10 • Attending the data analysis workshop
• Analyzing and interpreting the collected data
• Discussing on the implications and evaluation of the findings
12 • Writing and submitting Findings and Discussion to the instructor
• Submitting the first draft for the instructor through email and on Turnitin
• Submitting final report on Turnitin for SI confirmation
• Submitting the hard copy for the instructor
FINDINGS AND DISCUSSION
How have Vietnamese changed in their purchasing behaviour during the COVID-19 pandemic during the years 2020 to 2021?
4.1.1 Consumers’ buying behaviour before the pandemic
This section presents the findings from our empirical research, which analyzed significant modifications in customer buying behavior due to the COVID-19 pandemic through critical and questionnaire response analyses It was essential to statistically identify potential differences in key aspects of consumer purchasing behavior, including changes in buying frequency, shifts in the priority of goods, adjustments in preferred buying channels, and the persistence of buying habits in the post-COVID period.
The changes in customer shopping behaviour are identified through two main periods which are pre-COVID and during the pandemic with six questions designed (question 4 - 9) in the questionnaire
Figure 2: The shopping channels that consumers most commonly use
Figure 3: The two e-commerce platforms that consumers most frequently use
The online shopping rate surged both prior to and during the pandemic, highlighting a substantial shift in consumer preferences Notably, there was a marked contrast in shopping channel choices before the onset of COVID-19, particularly before January.
In 2020, a significant 75.6% of participants preferred online shopping as their primary purchasing method, while 24.4% opted for offline channels This trend highlights the immense potential of online business and the rapid growth of e-commerce platforms in recent years.
Shopee, Lazada, and Tiki are the top three e-commerce platforms in Vietnam, with Shopee being the clear favorite, chosen by 91.3% of respondents Lazada and Tiki follow with 40.6% and 11.9% respectively, highlighting Shopee's dominance in the market and the rapid growth of e-commerce The platform has successfully attracted a large customer base by developing tailored apps for various target countries, ensuring a user-friendly design that optimizes customer experience.
Numerous promotions, including flash sales, free shipping, and discount vouchers, have effectively attracted online shoppers to Shopee To enhance customer experience, Shopee introduced Shopee Pay, streamlining transactions for users In contrast, while Lazada and Tiki offer appealing promotions, their complex app design may lead to user inconvenience and reduced customer preference.
Figure 3 reveals that online shopping platforms like Sendo, Taobao, Instagram, and Facebook are the least favored, with only 1.3% to 0.6% of respondents opting for these channels This indicates potential limitations in their functionality for online business or a lack of popularity among Vietnamese consumers.
Figure 4: The most three important factors that make customers choose online shopping before the pandemic
According to the analysis of responses to questions 4-5 and the data presented in figure 4, price competitiveness, product quality, and model variety are the top three factors influencing respondents' choices of e-commerce platforms and online purchases, with 65.6% of interviewees expressing concern over these aspects.
Price is a significant factor in consumer decision-making, with 30% indicating it as their top priority While offline shopping makes price comparisons challenging, online shopping facilitates this by displaying various retailers and their prices for the same product Additionally, 58.1% of respondents prioritize product quality, while 56.3% focus on the model of the product Regardless of the shopping method, customers seek both affordability and quality Online platforms offer a diverse selection of models, allowing consumers to explore options without the hassle of physically searching through stores.
The analysis indicates that payment methods and refund policies are not major concerns for customers, with only 18.1% of respondents citing payment as a factor influencing their purchasing decisions and a mere 12.5% regarding the refund policy This suggests a need for improvement in payment options to better align with customer expectations, as the current refund policy appears to be insufficiently appealing, leading customers to prefer offline shopping over online platforms.
4.1.2 Consumers’ behaviour during the pandemic
Customer buying behavior has significantly shifted due to the pandemic, as evidenced by the insights from questions 7, 8, and 9 The data highlights three key changes in purchasing patterns during this period.
The pandemic has influenced purchasing behavior, with 35% of respondents preferring online shopping compared to 23.13% opting for in-store purchases Despite this shift, overall buying habits remain relatively stable The pandemic's challenges, such as transportation issues, have made online shopping more appealing However, the frequency of online purchases has significantly decreased from 75.6% pre-pandemic to 35% during the pandemic, highlighting the financial pressures that have led Vietnamese consumers to prioritize essential items and seek more affordable options to manage their household budgets.
Figure 6 : Categories of priority items of customer’s shopping
The COVID-19 pandemic significantly altered consumer priorities, as evidenced by a column chart illustrating product preferences before, during, and after the epidemic Prior to the outbreak, clothing was the top choice for 45.63% of customers, while health and household items garnered only 5% and 1.25%, respectively, indicating a limited concern for health and a focus on fashion and cosmetics During the pandemic, however, food and health became paramount, with 26.88% and 47.5% of respondents prioritizing these categories This shift highlights a change in shopping habits, with consumers placing greater emphasis on health and daily necessities over clothing Post-epidemic, clothing regained its dominance, chosen by nearly half of consumers, while the concern for health increased from 5% to 13.13%, as customers remained cautious about potential future outbreaks, leading to increased purchases of face masks and sanitizers.
Figure 7: Categories of priority shopping methods
The shift in purchasing methods during the pandemic reveals a significant preference for offline buying, with 63.75% of respondents choosing this method for food, compared to just 6.25% online Similarly, offline purchases in healthcare and electronics were notably higher at 48.75% and 44.38%, respectively, versus online figures of 14.38% and 23.13% This trend can be attributed to restrictive government policies, such as strict lockdowns and health declarations, which hindered shipping and led to illegal offline purchases or reliance on government-provided food Additionally, the lengthy delivery times for online orders, which could take up to a month, contrasted sharply with the immediate availability of goods through offline buying, making it the preferred choice for consumers during the pandemic.
Healthcare Clothings Cosmetics Foods Electronics Housewares
9 Shopping methods that customers prioritise for the following items
Online (E-commerce platforms) Offline (Stores, markets, supermarkets, ) Both
Do those changes of Vietnamese consumer behaviour during the pandemic
4.2.1 Consumers’ behaviour after the pandemic
Figure 8: Online shopping rates after the pandemic
In the post-COVID era, online shopping has solidified its status as the preferred purchasing method, with 97.5% of respondents indicating they continue to shop online This trend is driven by ongoing government restrictions and pandemic-related safety concerns, making online shopping the most convenient and secure option E-commerce platforms consistently offer promotions, a wide range of products at various price points, and efficient payment processes However, a small minority of 2.5% still prefer in-store shopping to personally verify product quality, sizes, and delivery issues.
Figure 9 shows an insight on elements that make consumers prefer online shopping after the COVID-19 pandemic When it comes to online purchasing, time saving,
During the post-pandemic period, respondents prioritize reasonable pricing and ease of purchasing decisions, while before the pandemic, they emphasized price competitiveness, quality, and model as the key factors influencing their online shopping choices.
Figure 9: The reasons why customers still choose online shopping after the pandemic
A recent survey reveals that 80.6% of respondents prioritize time savings when shopping, highlighting the significant impact of time on their purchasing decisions Online shopping platforms offer enhanced features that optimize user experience, allowing consumers to save considerable time compared to traditional in-store shopping Additionally, 70% of participants value reasonable prices, while 63.1% find it easy to make purchasing decisions These findings suggest a strong consumer interest in product pricing, as online stores provide more affordable options through various promotions Moreover, online items are organized into specific categories and personalized based on previous purchases, making it easier for consumers to find suitable products and finalize their buying choices.
The data indicates that payment and delivery methods are less of a concern for customers, with only 45% citing payment options as influential in their purchasing decisions and a mere 31.9% considering shipping methods important This highlights a significant dissatisfaction with the delivery process, suggesting that it is not compelling enough for customers to prefer online shopping over traditional retail.
The study highlights three significant shifts in consumer shopping behavior due to the Covid-19 pandemic While online shopping remains prevalent, there has been a slight decline in its frequency due to financial constraints Additionally, consumers have altered their product preferences, prioritizing food and healthcare items over clothing during the pandemic Lastly, despite a general preference for online shopping, many customers still opt for in-store purchases when it comes to food, healthcare products, and electronics.
Despite notable shifts in consumer purchasing behavior, online channels continue to be the preferred shopping option, highlighting the rapid growth and vast potential of e-commerce Additionally, the pandemic has altered the factors driving consumers towards online shopping, with competitive prices, quality, and product variety emerging as key influences.
37 choose e-commerce platforms for shopping before the epidemic season, after Covid-
At 19, individuals predominantly favor online shopping for its time-saving benefits, competitive pricing, and straightforward purchasing process However, many respondents express dissatisfaction with the current payment and refund policies, highlighting the need for significant improvements in these areas moving forward.
CONCLUSION AND RECOMMENDATIONS
Conclusion
The Coronavirus pandemic has significantly altered consumer behaviors and psychological states, leading to noticeable panic-driven changes in decision-making Research indicates that Vietnamese consumers have shifted their preferences towards online shopping for products such as food, clothing, and healthcare, prioritizing convenience during the pandemic This shift is accompanied by behaviors like panic buying and a herd mentality, as many individuals stock up on essential items These findings align with previous studies exploring changes in consumer behavior during the pandemic, highlighting a transition from traditional shopping methods to digital platforms.
The surge in panic buying during the pandemic was driven by rising prices and health recommendations for social distancing, prompting consumers to stock up on essentials Following the peak of the epidemic, shoppers adapted their purchasing habits, continuing to favor online shopping and shifting their focus to different product categories.
The implication of business toward changes in buying behaviour
According to the study, the risk of COVID-19 has led more locals to spend more money online than they would otherwise Concerns about money, health, and
Demographic factors such as age, ethnicity, marital status, gender, and wealth significantly influence purchasing patterns The COVID-19 pandemic and changes in preventive measures have also shaped consumer behavior, particularly regarding health concerns Additionally, anxieties about the future—such as job loss, economic impacts, and difficulties in bill payments—play a crucial role in shaping buying habits These insights align with the fear appeal theory, illustrating that individuals respond to the threats posed by COVID-19 with heightened emotional reactions, particularly concerning their health and financial security.
Limitations
The study on consumer buying behavior faced several limitations, primarily due to the research process and analytical technology used, which restricted the primary databases The initiative implementation survey was guided by two broad research questions aimed at developing effective questionnaires for accurate data collection; however, these questions lacked specificity and did not address deeper issues This resulted in a limited participant pool, predominantly consisting of students, and confined the research to Ho Chi Minh City, hindering nationwide applicability Furthermore, the reliance on quantitative methods without incorporating qualitative research, such as interviews, diminished the trustworthiness of the findings and introduced uncertainty regarding respondents' behaviors Lastly, careful consideration of the calculation formulas used in the study is essential to ensure accurate data representation.
Recommendations
In the wake of the COVID-19 pandemic, businesses must gain a deep understanding of their target customers and the shifts in their consumption behavior Initially focused on health during the pandemic, consumer priorities have now shifted towards fashion As a result, companies in the garment industry need to diversify their product offerings to align with these evolving customer needs.
Consumer purchasing behaviors have shifted significantly, focusing on health-conscious choices and innovative buying strategies To ensure sustainable growth post-COVID-19, food manufacturers must enhance not only their product quality but also design, packaging, and health factors It is essential to promote healthy products that meet customer demands timely to avoid losing new business opportunities Additionally, companies need to adopt selling and payment strategies that align with client expectations As online shopping becomes increasingly popular, businesses, especially major e-commerce platforms like Shopee, Tiki, and Lazada, must promptly list their products online.
In particular, through the answers and contributions of the survey, businesses should focus more on customer care as a service during the purchase and after the purchase
It can be said that the post-purchase experience is also an important part, which makes customers come back and continue to buy or not
Retailers and distributors should enhance promotions for loyal customers to foster goodwill and satisfaction Implementing pricing adjustments can also support financially struggling consumers Additionally, offering free shipping and fast or all-day delivery options can help businesses effectively meet the growing demands of their customers.
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Final Report Project 2 - THE IMPACT OF COVID-19 ON THECHANGE OF VIETNAMESE CONSUMER BUYING BEHAVIOUR
Final Report Project 2 - THE IMPACT OF COVID-19 ON THE CHANGE OF VIETNAMESE CONSUMER BUYING BEHAVIOUR
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