Purchase Decision-Making during the Covid Pandemic 19:
The Character of International Consumer Behavior
EMIN NEZIRAJ, DRITON SYLQA
Management and Business,
University of Peja "Haxhi Zeka",
REPUBLIC OF KOSOVO
Abstract : The aim of this paper is explaining the justification of the phenomenon of consumer behavior is a
quite new scientific discipline that emerged only in the middle of the last century, has always been a challenge
for companies, especially in the period of the Covid 19 pandemic, where the unpredictable situation affects
consumer behavior. The research methods in this paper are the interaction of several scientific methods such is
a historical method that took data from the professional literature in the field of marketing, which analyzed the
factors and processes of consumer behavior by using the quantitative statistical method with a deductive
approach. It has been proven that business results mostly bought products in stores to which they are "loyal"
regardless of brand and origin, while a smaller part started buying exclusively products of SEE companies. The
analysis concluded that R Square .511 showed that online shopping depends on fear of consumers for possible
appeals the same tested model showed that consumers are careful to buy their products because they are not
able to physically intoxicate purchased products on the Internet. Also, research results show that companies in
the SEE that consumer behavior is a very important indicator for organizational behavior experts on how and in
what way to choose the right marketing strategy.
Key-Words: - Customer, Behavior, decision making covid-19 pandemic
Received: July 20, 2021. Revised: February 23, 2022. Accepted: March 9, 2022. Published: March 24, 2022.
1 Introduction
The study and analysis of consumer behavior is a
quite new scientific discipline that emerged only in
the middle of the last century, and tries to answer
the "why" question. It is well known that since
production and sales would not exist without the
buyer, i.e., the consumer who will buy the product
or service, the behavior of these same consumers
before purchase, during purchase and after purchase
has become a very interesting area for many
theorists. Studying their behavior, we come to the
conclusion that the goal of every company is
actually to meet the needs and desires of consumers,
because this way only could be reached a regular
customer who will faithfully return to a particular
brand, and thus the company will profit and benefit
economically. Nowadays, the consumer has
enormous power because he has access to an
enormous amount of information about price,
bidders, design, payment options, delivery, etc., and
providers are left with the "burden" of offering a
product or service that is better than others and that
the consumer will recognize as such.
The year 2020 respectively, 2021 is specific in
many ways, including the tough times in economy
due to coronavirus pandemic. At the very beginning
of 2020, news came from China about a new virus
that has passed from animal to human and is
spreading very fast. Shortly after the first news
about distant China, the epidemic started in Italy
and at the end of the second month in the Republic
of Kosovo. With each new infection, the measures
were tightened, and in mid-March, the World Health
Organization declared a pandemic and the Republic
of Kosovo jointly with the rest European countries
and wide were completely banned from work,
movement and public gatherings. Many were forced
to work from home, moving between cities and
countries was possible only with passes for which
they had to have a good reason to get from the local
Civil Protection Headquarters, all contacts of
infected or persons coming from abroad were
mandatory directed to 14 days in quarantine, and
though numerous shops and factories were closed. A
large number of people in various occupations were
fired. These measures lasted for approximately two
months.
However, the subject of this paper is to explain in
more detail the behavior of consumers and the
factors and processes that affect the consumer
leading to their decision to buy and / or purchase.
The research seeks to determine whether consumers
in the Republic of Kosovo have changed their
consumer and shopping habits during the
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DOI: 10.37394/23207.2022.19.77
Emin Neziraj, Driton Sylqa
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coronavirus pandemic, i.e., during the quarantine
period in which there was widespread panic and
fear.
Hence, the main goal of this paper is to investigate
and analyze which factors and processes affect
consumers and determine the impact of quarantine
on consumers, as well as to analyze their behavior
and their awareness of buying actions. It also seeks
to investigate and determine how and which
products consumers bought during the quarantine
time, i.e., during the ban on work, movement and
public gatherings, whether they were only necessary
groceries or bought, more than usual, electronics
and furniture and whether they turned to buying
domestic products and whether they saved more
than before in view of the impending economic and
economic crisis.
2 Problem Formulation: The
purchase decision-making process
in emergency situations
One of the most important areas in studying
consumer behavior is making a purchase decision.
For a buying decision making process to occur,
there must be more than one alternative so that the
consumer can decide what to buy. Kesic argues that
the consumer uses decision-making rules of his
choice and uses information from his own memory
to decide on a better alternative. The process of
making a purchase decision is analyzed in the
following stages [1].
- knowledge of the problem;
- requesting information;
- evaluation of information;
- purchase decision and
- post-purchase processes.
Fulfillment of a need arises when the consumer sees
the difference between the actual situation and the
desired state. The greater this difference, the need
arises more. Research methods such as surveys,
focus groups, expert groups, etc., are used to
measure the presence and degree of consumer
problems, and techniques such as activity analysis,
product analysis, problem analysis, human factor
research and emotional research, which are used to
identify problems. Activity analysis and product
analysis are very similar, i.e., activity analysis is
based on the analysis of focus group opinions on
problems that occur in certain activities, product
analysis refers to the process of buying and using
products. Problem analysis begins with a list of
problems and asks consumers which products and
brands they associate with these problems. Research
of human factors refers to the determination of
human capabilities in the field of vision, fatigue,
imagination and the influence of external stimuli.
Emotion research is conducted individually with the
aim of understanding the emotions associated with a
particular product [2].
After realizing the problem, there is a search for
information about the product, price, store, etc. It
can be viewed as a pre-purchase search that is
related to purchasing decisions and constant search
that is related to general consumer interest in a
particular product category. Internal search involves
the consumer's memory in which the consumer will
look for any information, attitude or experience that
could help solving the problem. Whilst, external
search refers to the process of obtaining information
from external sources after the consumer concludes
the information stored in his own memory is
sufficient. External sources are magazines,
salespeople, newspapers, advertisements, etc. The
most important characteristics for the volume of
demand are: knowledge, inclusion, beliefs and
attitudes, and demographic characteristics [3].
The third step is related to consumers adequate
information prior to make a purchase decision.
Information evaluation uses pre-established criteria
as a basis for selection of information. Valuation
criteria change over time, which means that the
consumer can use different criteria for different
products in different purchases. The most common
criteria are prices, product brand, country of origin
and key characteristics.
There are two approaches to produce the evaluation
[4]
1. non-compensatory decision rule - refers to the
rule when one highly rated product feature cannot
compensate for or replace other bad features and a
purchasing decision will not be reached. It is also
divided into the rule of separation, the rule of
binding, the lexicographic rule and the sequential
rule of elimination;
2. compensatory decision rule - consumers allow the
advantages of one product to compensate for the
weaknesses of another feature. It is divided into
consensus and evaluation of low-involvement
situations.
Buying is the fourth phase of deciding on a purchase
that comes after the customer has realized the
problem, found the necessary information about the
product he wants to buy and assessed the same
information. Nonetheless, distinguish three purchase
intentions, which are provided below [5]:
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1. fully planned purchase - the consumer knows
exactly in advance which product to buy and which
brand to buy and where exactly to buy it;
2. partially planned purchase - the consumer knows
which product he wants to buy, but chooses the
brand in the store;
3. unplanned (impulsive) purchase - both the
product and the brand are chosen at the point of
sale.
Kesic was states that most consumers buy
impulsively because of the satisfaction that such a
purchase creates, and additionally provides the
features that affect such a purchase, such are: low
price, low product volume, short shelf life and easy
storage of products, while consumer behaviors
factors stimulate such purchases shelf exposure,
mass distribution, store location and products within
the store, and methods of sales promotion at the
point of sale. The last stage of purchasing decision-
making is post-purchasing behavior where
customers involve evaluating the purchasing
decision [6].
Khan was proves that after purchasing and using the
product, the consumer may be satisfied, indifferent
or dissatisfied depending on the degree of
fulfillment of expectations. However, there is no
direct correlation with expectations in the process of
achieving satisfaction.
Differences between expectations and the product
obtained are called post-purchase dissonance. The
respective difference determines how satisfied the
person will be with the purchase she / he has made.
If there is no difference between what is expected
and what is received, then the customer will be
satisfied with his purchase. Dissonance occurs when
a customer buys, he should give up the attractive
characteristics of alternatives that he did not choose.
As the choice of purchase is constant and cannot be
corrected, if the product or service purchased by the
consumer is not satisfactory, the consumer’s
dissatisfaction and disappointment increase [7].
Consumer satisfaction or dissatisfaction can result in
several forms, namely positive confirmation when
the product is better than expected, simple
confirmation when the product is at the level of
expected and negative confirmation when the
product is worse than expected. Retaining existing
customers is a higher priority than acquiring new
ones, and the primary task of marketing
professionals is to achieve and maintain consumer
loyalty. Consumer loyalty is achieved through
identification where the consumer believes that a
particular brand becomes part of his image [8].
Kesic was claims that there are several benefits for
marketing strategies that arise from post-purchase
behavior, namely [7]:
- confirmation on consumer expectations;
- realistically and possible communication;
- stimulation of attitude changes and
- strengthen the shopping habits.
Furthermore, for the development of marketing
strategy it is important to define the goals to be
achieved, among other things, the goal of attracting
new users, the goal of attracting competitors of
competing products, encouraging existing customers
to use even more products, encouraging current
consumers to become loyal. customers and
encouraging innovators to become repeat customers
[9].
2.1 Relation between SARS-CoV-2 and
International Consumer Behavior
The most significant changes are caused by the
globalization of competition, quality management,
restructuring economy, computerization of business
and respect for suppliers as a partner. The
globalization of competition is present in production
and service ssector. The development of global
competition is the result of rapid development in the
international market. The expansion of business in
the international market is the result of new political
and legal solutions, related to create interesting
economic communities, technological change
demographic, cultural and other trends. With
business expansion global competition is also
emerging in the international market.
Success in a globalized competitive environment
requires constant care for the quality of the product
on offer. Product quality is not just a technical
characteristic of a product, such as
reliability or durability, but primarily the ability to
meet the product and all other expectations of
business customers that is achieved by the system
quality management.
Adapting to new business conditions in the business
market it is directly related to restructuring in the
economy. Basically,
There are two trends, the first, which is related to
the emergence of many small and medium-sized
businesses in the market and the second, which
relates to unification of interest related business
entities. Strengthening through
the amalgamation of interest-related business
entities is realized by forming strategic alliances,
acquisitions and mergers. Business informatization
is revolutionizing the entire business, both in sales
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and procurement. Listed primarily thanks internet,
personal computer development and computer
programs. A number of computer programs have
been developed for slow and sales business that
facilitate and speed up record keeping,
communication inside and outside the business
customer, making calculations, predicting business
events and trends.
These and other changes in the business
environment encourage literate customers to
develop in collaboration with suppliers. Suppliers
they are treated as partners and they are approached
as business customers, ie. their strengths and
weaknesses, preferences, segments and
selects from them several suppliers who become
strategic suppliers or partners.
Sheth rightly points out that the purchasing process
based on transactions and domestic sources of
procurement is a thing of the past, and that relational
relations and global sources of procurement are also
at work. The new coronavirus that was discovered at
the end of 2019 in China is called SARS-CoV-2.
Coronaviruses are viruses that circulate among
animals, but some can spread to humans and spread
further among the population, as is the case with
SARS-CoV-2 [10]. The disease caused by the
coronavirus is called COVID-2019. The newly
discovered coronavirus is genetically strongly
related to the 2003 SARS virus and has similar
characteristics.
Changes in the business environment encourage
adjustment in the behavior of business customers.
3 Methodology
The research methods in this paper are the
interaction of several scientific methods. Theoretical
and empirical research was used. The theoretical
research used a historical method that took data
from the professional literature in the field of
marketing, which analyzed the factors and processes
of consumer behavior and provided divisions and
definitions of key terms with respect to a given
topic. Electronic databases with complete scientific
texts and relevant internet sources such as the Civil
Protection Headquarters and the Pristina Central
Clinical Hospital were also used. In order to convey
the collected information in a meaningful and
correct way, the methods of analysis and synthesis
and the method of description were used.
The empirical part of the research was conducted
using a survey questionnaire: "Consumer behavior
during the pandemic (quarantine) of COVID-19"
that was distributed via internet online submission.
The survey questionnaire contains 18 questions and
was conducted from July 25 to December 10, 2021,
and 373 respondents participated in it. The
questionnaire investigated how quarantine affected
consumers in general, whether they changed their
habits, whether they turned to online shopping more
than usual, what products they bought and whether
they started saving more than before due to the
announced economic crisis. The results of the
survey questionnaire confirmed or rejected the set
hypotheses, for which methods of proving and
refusing were used.
Based on the previously set goals and subjects of the
paper, the following research hypotheses can be set,
which will be confirmed or rejected by this research:
H1 - Consumers bought less than they did before.
H2 - Consumers used internet shopping more than
before the pandemic because they were restricted in
movement.
H3 - Consumers bought more domestic products
than usual.
H4 - Consumers have turned to some form of
savings for fear of an impending crisis.
4 Problem Solution
In this part is present a statistical analysis related to
research category variables where they relate to the
purchase of products (clothing, electronics,
furniture, essential foods) over the Internet and fear
of buying during a situation caused by the Covd 19
pandemic where phenomena such as hundred fear,
savings, sufficiency of money, reduction purchased
the main part of building a variable. The following
table shows whether customers practiced internet
shopping more than before, with 260 respondents
answering negatively (69.7%), while 113
respondents answered positively or 30.3%.
Table 1. Internet shop
Variables / Questionary
Fi
% Fi
Respondents practiced Internet
shopping more than before Covid
19
113
30,30%
Respondents do not practice
Internet shopping more than before
Covid 19
160
69,70%
The next question was not obligatory to answer, i.e.,
the offered answers referred to the previous question
if the respondent answered "yes", so we have 159
respondents. Of these, 57.90% (92 respondents)
most often bought clothes online during quarantine,
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18% (29 respondents) bought electronics, 11% (17
respondents) furniture, 10.10% (16 respondents)
necessary necessities, while 3.10% (5 respondents)
chose the answer "other".
Table 2. The most frequently purchased products via
the Internet
Variables / Questions
Fi
% Fi
Respondents during quarantine
most often bought clothes online
92
57,90%
Respondents during quarantine
most often bought electronics
online
29
18%
Respondents during quarantine
most often bought furniture
online
17
11%
Respondents during quarantine
most often bought the necessary
groceries online
16
10,10%
Respondents during quarantine
most often bought the rest via the
Internet
5
3,10%
Given that we are threatened by the economic crisis,
the following graph shows whether respondents
reduced their purchases for fear of the same. Most
respondents, 156 of them, are afraid of what will
happen tomorrow and are saving more than before
the pandemic, which is 41.80%. They are followed
by respondents, 144 of them, who think they have
enough money not to be afraid (38.60%) and finally
73 respondents, which is 19.6% who have not
reduced their purchases and do not care.
Table 3. Fear of the coming crisis
Variables / Questionary
Fi
% Fi
The respondent’s afraid of what
tomorrow will be and I'm saving more
than before
156
41,80%
Respondents have enough money not
to be afraid
144
38,60%
Respondents did not reduce their
purchases and did not care
73
19,60%
According to variables question: "Where do you
save your money". Most respondents, 54.20%
answered that they save at home. It is immediately
followed by banks, 38%, while 3.2% use some kind
of savings in insurance. While the rest respondents,
3.20% use savings in banks.
Table 4 shows in the range of 1 to 5 the claim that
the pandemic is the right time to wake up and start
spending smarter and more realistically. The graph
shows that 35.6%, or 132 respondents, rated the
statement with 5 and agree with it. It was rated 4 by
95 respondents, which is 25.6%, and 110 of them
checked third degree or 29.6%. The least number of
respondents opted for grade 2 (4.9%) and grade 1
(4.3%).
Table 4. The pandemic is the right time to become
aware and start spending "smarter" net
Note
Fi
% Fi
5
132
35,60%
4
95
25,60%
3
110
29,60%
2
2
4,90%
1
1
4,30%
The basic concept of study in this paper is consumer
behavior. After the research and processed data, it
was found that each respondent has a different
attitude towards shopping during the pandemic and
has different habits than other respondents. In the
research we can see that women are the most
frequent consumers, i.e., that women most often
went shopping during the pandemic, and women
aged 26-35, while men are drastically less. Despite
all the recommendations and prohibitions, almost
half of the respondents worked normally, without a
single day of work from home. Most respondents,
more than 80%, did not buy anything special from
items, but the same items, and the same quantity as
before the pandemic, but still reduced shopping, and
when they were in the store, they made a purchase
quickly and did not stay in trade because it was
frustrating, although the sellers did not behave
differently. Moreover, the respondents mostly
bought products in stores to which they are "loyal"
regardless of brand and origin, while a smaller part
started buying exclusively products of SEE
companies.
Although there was a ban on moving from place to
place, a ban on all shops except grocery and food
stores, most respondents said they did not use the
internet store more than before, and those who shop
online mostly bought clothes, most likely from the
reason no clothing store worked. Likewise, most
respondents said they feared the impending
economy and economic crisis threatening the world
and that they had started saving even though they
had not done so before. Savings "at home" turned
out to be the most common form of savings, and it
was concluded that respondents exclusively believe
in themselves. The statement "Pandemic is the right
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time to become aware and start spending smarter"
was rated by most respondents in the range of 1 to 5,
with a score of 5, i.e., they agree that it is time for
all humanity to start caring about the way money is
spent.
Table 5. The correlation of research variables of EI
and R&D
Inter
net
shop
Purch
ased
produ
cts
Fear
of
the
com
ing
crisi
s
Pand
emic
caref
ul
Spear
man's
rho
Intern
et
shop
Correl
ation
Coeffi
cient
1,00
0
,257*
,264
*
,218
Sig.
(2-
tailed)
,041
,035
,083
Purch
ased
produ
cts
Correl
ation
Coeffi
cient
,257
*
1,000
,365
**
,784**
Sig.
(2-
tailed)
,041
,003
,000
Fear
of the
comin
g
crisis
Correl
ation
Coeffi
cient
,264
*
,365**
1,00
0
556**
Sig.
(2-
tailed)
,035
,003
,000
Pande
mic
carefu
l
Correl
ation
Coeffi
cient
,218
-
,784**
-
,556
**
1,000
Sig.
(2-
tailed)
,083
,000
,000
Table 6. The model testing summary
Model
R
R
Square
Adjuste
d R
Square
Std.
Error of
the
Estimat
e
1
,796a
,511
,412
,58222
The above model reveals that the independent
variables can forecast the depended variables by
59,6%, or more exactly 35%, because R Square is
,511. According to Krasniqi (2012), in social
sciences the accepted model is also the model which
shows the results not lower than ,100. Based on this
conclusion, the respective model can be used to test
this phenomenon. Continuously, we will show the
results which have to do with the values of
regression model coefficient.
Table 7. The coefficients value of testing model
Coefficients a
Mode
l
Unstandardize
d Coefficients
Stand
ardiz
ed
Coeff
icient
s
t
Sig.
B
Std.
Error
Beta
1
ICIT
,500
,325
1,536
,130
ISH
,750
,178
,750
4,207
,000
PPI
-
1,250
,309
-,870
-
4,048
,000
FCC
,500
,252
-,348
-
1,983
,052
PC
,545
,325
1,043
4,609
,000
B0 Coefficient in our case Bicit tell the strength of
depended variable consumer electronic baying
during covid pandemic ,500 with accuracy of ,130.
B1-BISH - Internet shopping tells that business
activities are affected and depend on 75% by
internet shopping during the Covid-19 considering
its value of ,750 and sig ,000. The depended
variable of period 2019-2021 of decision making of
consumer during Covid 19 situation affect to the
depended variable, because the internet shopping
happen often within the year. Therefore, this
variable should tell the results of only one year
period of time.
Thus, the model of regression and its values can be
uses in the work of hypothesis testing. Hence, by
derivation, we came up with the following formula
of Equation Regression model Covid Consumer
Decision making of purchase for hypothesis
variables testing:
Covid consumer Decision making = AInternet
shoping+B Purchased products+B Fear of the coming crisis+B
Pandemic careful
Derivate values of Equation Regression model
Covid Consumer Decision making of purchase is
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Covid consumer Decision making =
0,500+0,750-1,250+,500+,545
From the given hypotheses, the following was
selected:
H1 - Consumers bought less during
quarantine than before →ACCEPTED
HYPOTHESIS;
H2 - Consumers used internet shopping
more than before the pandemic because they
were restricted in movement → REJECTED
HYPOTHESIS;
H3 - Consumers bought more domestic
products than usual → REJECTED
HYPOTHESIS;
H4 - Consumers have turned to some form
of savings for fear of an impending crisis
→ ACCEPTED HYPOTHESIS;
The first and fourth out of the selected hypotheses
are affirmative hypotheses, while the second and
third were rejected. In the first hypothesis, it was
found that most respondents still bought less than
before, that they reduced going to the store and that
they were frustrated when buying. However,
considering the "story" placed by the media that
"store shelves are empty", the respondents stated
that they did not buy any more products than before.
However, hypothesis number two was rejected
because the majority of respondents stated that they
did not use internet shopping more than before.
Consumers however, prefer to go to the store and
buy what they see, rather than shopping online.
Likewise, hypothesis three was rejected because the
most respondents stated that do not care about the
brand or origin of the product, but are faithful to
products that they buy for a longer period of time
and which meet their needs. Hypothesis four was
confirmed because research approves that the
respondents are afraid of what the coming crisis
brings and to what extent they have started to save
more than they did before.
4 Conclusion
Considering the results and above provided
discussions, we concluded that consumer behavior
is a very important indicator for organizational
behavior experts on how and in what way to choose
the right marketing strategy. The goal of marketing
experts is to change the perception, attitude and
motives of consumers and attract consumers to buy
their product or service. Today's consumers are
faced with a wide range of products and services
that they can buy, as well as a wide range of places
where they can buy, but they usually decide to buy
based on issues that affect them when buying, and
these are, as already mentioned, social, personal and
psychological factors.
The conducted research leads to the conclusion that
at the time of quarantine, i.e., from March 19 to
May 11, situational factors (social) had the greatest
impact. Situational factors are related to a specific
situation, specific time and specific space and are
completely independent of the characteristics of the
consumer, the facility and the service being
purchased.
As defined, situational factors are related to a
specific situation, time, and space that has befallen
the entire world. Before the pandemic, consumers
sometimes went from boredom to shopping,
sometimes out of necessity, and sometimes just not
at home, while today consumers try to adjust to the
"new normal" and avoid shopping if it is not
necessary. Also, since the beginning of the
pandemic, it can be seen that mostly younger people
who are not in the risk groups of COVID-19 go
shopping steadily.
The last but not least, we may conclude that not
much is needed to fundamentally change the habits
and needs of consumers. Prior to the pandemic,
most consumers did not care to which store they
would enter, which product they would buy,
whether they would spend more money than they
anticipated, and how they would behave when
buying! Today, consumers are careful about how
much money they spend, whether they need the
product, and if not, they would rather not buy it.
Needs have also changed. Previously, no one
thought about disinfectants and face masks, while
today they are the most needed items, so both
manufacturers and stores are turning to their
production and sale. When entering every store, you
should wear face masks, which makes most
consumers uncomfortable and quickly make
purchases and "run away", which shows us that
consumers really make purchasing decisions based
on their own situational perception.
References:
[1] Zi-Xi.Zhang1, L. Wang1,2 Y.M. Wang, "An
Emergency Decision Making Method Based on
Prospect Theory for Different Emergency
Situations," nt J Disaster Risk Sci, no. 9, pp.
407-420, 2018.
[2] Sh. Du, H. Jiao, R.Huang, J.Zhu, "Emergency-
Dependent Supply Decisions with Risk
Perception and Price Control," Mathematical
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Contribution of Individual Authors to the
Creation of a Scientific Article (Ghostwriting
Policy)
Emin Neziraj was contribute on the analyses part
including the questionaries’ perped , managing the
survey, import data and analysing data by using
statistical measure units. All this for interpreted in
the article. Driton Syla the main contribute it was
problem formulation and literature review also he
was take part and in the survey creating.
Creative Commons Attribution License 4.0
(Attribution 4.0 International, CC BY 4.0)
This article is published under the terms of the
Creative Commons Attribution License 4.0
https://creativecommons.org/licenses/by/4.0/deed.en
_US
WSEAS TRANSACTIONS on BUSINESS and ECONOMICS
DOI: 10.37394/23207.2022.19.77
Emin Neziraj, Driton Sylqa
E-ISSN: 2224-2899
892
Volume 19, 2022
