A study into prospective changes in consumer behaviour and buying patterns of graduate millennials due to COVID-19 in South Africa.
Loading...
Date
2021
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
The purpose this study is to determine the prospective changes in consumer
behaviour and buying patterns of graduate millennials post COVID 19 in South Africa.
To this end, a quantitative research project has been undertaken. Primary data was
collected via a survey.
Several theories were discussed such as consumer behaviour models, the buy
decision process and dynamic consumer journey to gain a better understanding of the
research that was conducted. Additionally, technology adoption models such as the
TRA, TPB, TAM, ETAM and in particular MOCA is discusses as the study is seeking
to determine behavioural movement toward online purchasing because of the
pandemic.
Research was conducted on the pandemic as well as the economy of South Africa as
these are important consideration when conducting a study on consumer behaviour.
This study seeks to contribute to the existing knowledge on technology adoption and
consumer behaviour, particularly to determine whether the switch to online purchases
during the pandemic is a permanent development or just as a result of consumers
being forced to due to the pandemic.
These findings may prove valuable to retailers and developers. It could provide a new
lens with which to inform their marketing decision as well as development plans for the
future.
Description
Masters Degree. University of KwaZulu-Natal, Durban.