A study into prospective changes in consumer behaviour and buying patterns of graduate millennials due to COVID-19 in South Africa.

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.