Identifying consumer segments based on COVID-19 pandemic perceptions and responses.

Area of Science:

• Consumer Psychology
• Behavioral Economics
• Public Health Marketing

Background:

• Consumer responses to the COVID-19 pandemic exhibit significant variation.
• Understanding these diverse consumer segments is crucial for effective marketing strategies.

Purpose of the Study:

• To identify and analyze distinct consumer segments based on their responses and behaviors during the COVID-19 pandemic.
• To examine the evolution of these segments over a nine-month period.
• To investigate downstream behavioral differences between segments.

Main Methods:

• Two studies were conducted nine months apart to track changes in consumer segmentation.
• Analysis focused on consumer perceptions of threat, susceptibility, and reactions to mitigation measures.
• Downstream behavioral outcomes such as purchasing habits and psychological well-being were assessed.

Main Results:

• Consumer segments shifted from 'Apprehensive,' 'Prepared,' and 'Dismissive' in Study 1 to 'Dedicated' and 'Dismissive' in Study 2.
• The 'Apprehensive' segment exhibited high threat perception and engaged in panic buying.
• 'Dismissive' consumers downplayed the threat and reacted negatively to guidelines.
• The 'Dedicated' segment reported higher stress and lower life satisfaction compared to the 'Dismissive'.

Conclusions:

• Consumer pandemic responses are dynamic, necessitating adaptive marketing approaches.
• Understanding segment-specific behaviors is key for addressing public health crises and consumer needs.
• The study provides insights into the psychological and behavioral impacts of pandemics on different consumer groups.