CONSUMER BEHAVIOR DURING THE PANDEMIC

strategic information for decision making

Authors

DOI:

https://doi.org/10.1590/1809-58442024123pt

Keywords:

Business information, Business Intelligence, Competitive Intelligence, Consumer behavior, Coincidence Analysis

Abstract

This study sought to identify drivers that explain the purchase and repurchase intention of Brazilian consumers of fresh food products via delivery during the Covid-19 pandemic. This investigation is qualitative, developed in two phases: an exploratory phase through in-depth interviews and Content Analysis to explore the content corpus. It turned out that the 7 P's of Services Marketing are considered by interviewees as decisive elements for the purchase of fresh food products via delivery, as well as other new constructs identified. The second phase was explanatory, developed from a questionnaire and Coincidence Analysis (cna). The results reiterate the importance of combinations between the constructs of the 7 P's of services marketing, the Theory of Planned Behavior, User Experience, Satisfaction, Trust and Security, Practicality and Convenience, and Perception of risk in relation to health and Covid- 19 in the studied context.

Author Biographies

Andréa Fraga Dias Campos, Federal University of Minas Gerais. School of Information Science

PhD student and Master in Knowledge Management and Organization, by Federal University of Minas Gerais, specialization in teaching the Spanish Language by Estácio de Sá College and Executive Secretariat degree from Newton University Center Paiva.

Marlusa de Sevilha Gosling, Federal University of Minas Gerais. School of Information Science

Post-doctorate in Tourism Management, from the University of Algarve, Portugal. PhD and Master in Administration from the Federal University of Minas Gerais (UFMG). Degree in Computer Science from the Federal University of Minas Gerais (UFMG).

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Published

2024-12-29

How to Cite

CAMPOS, A. F. D.; GOSLING, M. de S. CONSUMER BEHAVIOR DURING THE PANDEMIC: strategic information for decision making. Intercom - Brazilian Journal of Communication Sciences, São Paulo, v. 47, p. e2024123, 2024. DOI: 10.1590/1809-58442024123pt. Disponível em: https://revistas.intercom.org.br/index.php/revistaintercom/article/view/4782. Acesso em: 13 sep. 2025.

Issue

Vol. 47 (2024)

Section

Articles

License

Copyright (c) 2024 Andréa Fraga Dias Campos, Marlusa de Sevilha Gosling

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