The Effect of COVID-19 Pandemic on Consumer Emotions and Purchasing Behavior: A Cluster Analysis in Indonesia

DOI

10.2991/aebmr.k.210507.031How to use a DOI?

Keywords

Fear, anxiety, simplicity lifestyle, purchasing behavior

Abstract

During the COVID-19 pandemic, consumers experience emotions of fear and anxiety. Consumers’ emotions have an impact on consumer behavior so that grouping consumers during this pandemic will be useful for determining marketing strategies and tactics that are suitable with them. This study aimed to make consumer psychographic segmentation, based on the negative emotions of consumers towards the pandemic, lifestyle, and purchasing behavior. Negative emotions are focused on fear and anxiety. This study used a survey method to consumers in various cities in Indonesia. To categorize the consumers, we used the K-Means Cluster analysis. The results of this study indicate that three groups were significantly different from each other. The first group, persistent consumers as we call them, are those who have a high fear of the impact of COVID-19, but they can exercise self-control in terms of shopping. The second group, impressionable consumers, are those who feel fear and anxious the most, who are affected by the purchasing style of others, and shop more often. The third group, unaware consumers, are namely those who are less affected by the pandemic psychologically, who are not anxious by the behavior of other consumers, and shop the same as before the pandemic occurred.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Dwinita Laksmidewi
AU  - Reinandus Aditya Gunawan
PY  - 2021
DA  - 2021/05/09
TI  - The Effect of COVID-19 Pandemic on Consumer Emotions and Purchasing Behavior: A Cluster Analysis in Indonesia
BT  - Proceedings of the Ninth International Conference on Entrepreneurship and Business Management (ICEBM 2020)
PB  - Atlantis Press
SP  - 203
EP  - 207
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210507.031
DO  - 10.2991/aebmr.k.210507.031
ID  - Laksmidewi2021
ER  -